Campaign details
Brand: Nestlé / DANCOW Excelnutri+Lead Agency: Mindshare IndonesiaRegion: Indonesia
Strategy
Objective
Nestlé, one of the leading milk brands in Indonesia, re-introduced DANCOW with better formula through DANCOW Advanced Excelnutri+, the latest innovation from Nestlé Research Center that promises three nutritional benefits: protection from illness, brain development and physical growth. After experiencing flat growth in the market, DANCOW #IyaBoleh (Yes, it is ok!) campaign was launched with the objective of making DANCOW the brand of choice in the growing-up milk (GUM) category in the Indonesian market.
Parents play an important role in meeting the...