Berocca: Transcend the positive energy

Vitamin supplement Berocca ran a repositioning campaign in Vietnam to drive trial, sales volume and maintain premium pricing.

Campaign details

Brand: BeroccaAgency: CarnivalRegion: APAC



From 2020 to 2021, Berocca took the lead in the thrilling race to reposition itself from health assistant to energy booster, rescuing everyone from the 2pm slumps. These campaigns had striking results, which helped Berocca VN become the top Ranking in Equity Score. Berocca usage saw an increase – among those who used Berocca in P12, average usage improved from 1.3 to 1.4 tablets/year.

However, according to Kantar, the VMS (vitamins, minerals and supplements) category still remains undifferentiated and competitive, Berocca needed to improve its core proposition...

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