Brand: Dancow Excelnutri+
Brand owner: Nestlé
Lead agency: Mindshare Indonesia
Contributing agencies: Adcolony
Industries: Milk & dairy drinks
Media channels: Events & experiential, Mobile & apps, Online video, Print - general, unspecified, Radio & audio, Social media, Television
Budget: Up to 500k
Indonesia has one of the fiercest and most-cluttered growing-up milk categories, with minimal differentiation; every competitor plays on the functional end benefit for the child, via an ingredients story and a larger emotional pay-off for parents.
Market leader SGM has an established heritage and positions itself as a milk for an advanced generation. However, all SGM communication and end benefits are skewed towards pay-off to the child and not the mum. This left an important space in "progressive parenting" for Nestlé Dancow Excelnutri+.