Ovaltine: Empower kids' happy exploration

Milk flavouring product Ovaltine used an omnichannel strategy, based on putting its rival's advertising under the spotlight, to re-establish its brand credentials and boost sales in Vietnam.

Campaign details

Brand: OvaltineBrand owner: Associated British Foods & FrieslandCampina VietnamLead agency: Mindshare Vietnam, Climax InteractiveContributing agencies: PervormCountry: VietnamIndustries: Hot drinksMedia channels: Online video, Outdoor, out-of-home, Public relations, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

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,...

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