QQ Star Milk: Discovery's Kenyan Safari

QQ Star Milk, a milk product brand, launched a campaign in China to maintain its position as the leading healthy growth beverage for children, increase brand awareness and drive sales.

Campaign details

Brand: QQ Star MilkLead Agency: Mindshare ChinaRegion: APAC

Strategy

Objective

During the pandemic, nutritional milk beverage, QQ Star Milk's sales declined. QQ Star needed to maintain its position as the leading healthy growth beverage for children, while increasing brand awareness and driving sales.

Target Audience

QQ Star Milk positions itself as a partner in childhood development, aiming to support parents on their child's educational and developmental journey.

Creative Strategy

One of the pandemic's effects was to renew Chinese consumer interest in protecting the environment and natural wildlife. Yet, because of the pandemic, many...

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