Campaign details

Brand: Bonakid Pre-School 3+
Brand owner: Wyeth Nutrition Philippines
Lead agency: Ogilvy & Mather Philippines 
Country: Philippines
Industries: Baby food
Media channels: Events & experiential, Online video, Point-of-purchase, in-store, Radio, Social media, Television
Budget: 3 - 5 million

Executive summary

Bonakid is the leading Philippine formula milk brand with products for different infant stages. The brand was winning among mothers of under-threes with an average of 44% market value share for the first three ages.

However, Bonakid Pre-School, its product for growing children (three years and above) did not enjoy the same success. For several years up until 2015, its value share had been stagnant at under 12%. It was found that mums' falling out of the Bonakid line was due to a lack of clear age indication that spelled out "for kids 3+", unlike its competitor brands.