SuperNAN: Super Relatable SuperNAN

A campaign by SuperNan, a Chinese Infant milk formula company specialising in a hypoallergenic formula, raised brand awareness by tailoring its advertisements to young mothers.

Campaign details

Brand: SuperNANBrand owner: NestléEntrant company: Mindshare China, ShanghaiMarket: China (Mainland)Sector: Baby foodMedia channels: Online video, Social mediaBudget: 3 - 5 million

Executive summary

As a challenger brand specializing in allergies in China's heavily competitive Infant Milk Formula (IMF) category, SuperNAN faced fierce competition from large players who controlled over 70% of the market.

SuperNAN's sales were stagnant over the last five years; it needed to drive sales, raise awareness and association of allergy prevention.

It needed to find Mums looking for a product tailored to...

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