Campaign details

Brand: Blackmores
Brand owner: Blackmores Malaysia
Lead agency: Ampersand Advisory, Little Advertising
Country: Malaysia
Industries: Functional foods, supplements
Media channels: Events & experiential, Online video, Packaging & design, Public relations, Social media, Websites & microsites
Budget: Up to 500k

Executive summary

Blackmores is the market leader in the fragmented Malaysian vitamins and supplements market. It competes with over twenty local and multi-national players.

The category focused on product advertising and targeted older, print-reading Chinese consumers, while ignoring the larger, more digital Malay market.