Eden: Unconditional

Eden, an FMCG brand, gained positive sentiment and brand preference with its Eden: Unconditional campaign which highlighted its support for non-traditional families in the Philippines with a short film about motherhood.

Campaign details

Brand: Eden Brand owner: Mondelēz International Entrant company: Soho Square PhilippinesIdea creation: Soho Square, Philippines Market: Philippines Sector: Dairy products, fats, oils Media channels: Social media, Public relations Budget: Up to 500k

Executive summary

Filipino society's conservative Catholic roots meant that many scrutinise and frown upon certain lifestyles. Eden, as a cheese brand that has been part of Filipino homes for 37 years, had fallen into the trap of creating mainly traditional advertisements in order to cater to the majority. As modern...

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