Brand owner: Associated British Foods & FrieslandCampina Vietnam
Lead agency: Mindshare Vietnam, Climax Interactive
Contributing agencies: Pervorm
Industries: Hot drinks
Media channels: Online video, Outdoor, out-of-home, Public relations, Social media, Websites & microsites, Word of mouth, influencers
Budget: Up to 500k
Ovaltine operates in the Tonic Food Drink category in Vietnam which is dominated by MILO, with close to 90% market share and over 75% share of media spend. Ovaltine is the distant second player with ~8% market share.
In 2018, Ovaltine's market share, as well as volume, was dropping and the brand decided to engage with the audience with clutter-breaking communication.
MILO's messaging revolved around kids excelling in all spheres of their lives – education, physical activity, etc. – staying true to the image of what Asian parents expect from their offspring, which is sometimes driven by societal pressure or by parents' own expectations.