Campaign details

Brand: Optimum Gold
Brand owner: Vinamilk
Lead agency: DDB Group Vietnam
Country: Vietnam
Industries: Baby food
Media channels: Television, Word of mouth, advocacy
Budget: 1 - 3 million

Executive summary

For more than 20 years, the milk powder industry in Vietnam was dominated by international brands. This became a bigger and bigger issue for Vinamilk – Vietnam's biggest dairy manufacturer. As Vinamilk's Optimum, a toddler formula brand, continued to lose share and sales against imported products, Vinamilk decided to raise its game.

Introducing Optimum Gold, reformulated to promote brain development on top of healthy digestion and rebranded to enter the premium segment, competing fist-to-fist with giants such as Abbott Similac and Enfa A+.

Market background and cultural context