Ensure Gold: 2022 TET campaign – a social movement to awake caregivers

Market-leading adult nutrition beverage Ensure Gold ran a social-focused campaign during Tet 2022 in Vietnam to drive sales, protect market share and attract new users.

Campaign details

Brand: ENSURE GOLD VIETNAMAgency: Hakuhodo & Saigon Advertising Co., Ltd.Region: APAC

Campaign video

Strategy

Objective

Tet is always the key seasonality for adult milk as gifting behavior from caregivers to end users peaks up.

Yet, Tet 2022 brought in a different reality. The 4th pandemic wave has created an unprecedented impact – with a prolonged 8-month lockdown resulting in heavy economic downturn and heavy consequences on Vietnamese caregivers' finances.

So, a two-fold question was posted to us:

(1) How can we continue to make Ensure Gold a top-of-mind must-have for TET gifting instead...

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