Campaign Objectives & Challenges
Market and Brand Background:
In Vietnam, over the past 10 years Drinking Milk Category volumes grew at a CAGR of 19%. Tonic Food Drink' makes up-to 10% of the overall Drinking Milk Category. MILO alone is technically the Tonic Food Drink Category' with over 88% market share with Ovaltine at a distant second place holding ∼9% volume share.
Until 2017 Ovaltine was part of the category growth story through strong promotional activity although MILO grew at a higher rate backed by high media investment (estimated Share of Spend within TFD - 75%) across touchpoints. However, by H1 2018, Ovaltine Promo campaigns weren't driving volume offtake as they had in the past.
Campaign Background and Objectives:
Given the slowdown in 2017, it was imperative to drive penetration and volume offtake in 2018. Ovaltine media activities were re-focused into establishing brand credentials and move away from Promo only campaigns.