Campaign details
Brand: DancowBrand owner: NestléLead agency: Publicis IndonesiaCountry: IndonesiaIndustries: Milk & dairy drinksMedia channels: Content marketing, Email marketing, Events & experiential, Integrated, Livestreaming, Mobile & apps, Online display, Online video, Point-of-purchase, in-store, Social media, Television, Websites & microsites, Word of mouth, advocacy
Executive summary
In Indonesia, growing-up milk is a cluttered category with minimal differentiation between brands. A Millward Brown report validated this by highlighting that the category definition of 'growing up well' remains focused on functional performance and expressed in a very conventional way.
Dancow recognised that competing brands...