Campaign details

Brand: Ovaltine
Brand owner: FrieslandCampina Vietnam
Lead agency: Climax Interactive
Contributing agencies: Mindshare Vietnam, Pervorm
Country: Vietnam
Industries: Hot drinks
Media channels: Online video, Outdoor, out-of-home, Social media
Budget: Up to 500k

Executive summary

For the past five years, the growing-up milk segment has topped Vietnam's communication spend.1 Brands keep introducing superior formulas that promise high-achieving kids with the potential to earn good money. That spoke volumes about what Vietnamese mums expect from their children. Trophies, or at the very least, high performers. They dream about little Einstein at school, little Phelps at the pool, or little Picasso at painting class.

But, children are not robots. And as a consequence, this had become a painful social issue.2