Campaign details
Brand: ENSURE GOLD VIETNAMAgency: Hakuhodo & Saigon Advertising Co., Ltd.Region: APAC
Campaign video
Strategy
Objective
Tet is always the key seasonality for adult milk as gifting behavior from caregivers to end users peaks up.
Yet, Tet 2022 brought in a different reality. The 4th pandemic wave has created an unprecedented impact – with a prolonged 8-month lockdown resulting in heavy economic downturn and heavy consequences on Vietnamese caregivers' finances.
So, a two-fold question was posted to us:
(1) How can we continue to make Ensure Gold a top-of-mind must-have for TET gifting instead...