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...