Ovaltine: Empower Kids’ Happy Exploration

Ovaltine, a brand of milk flavouring product, drove brand mentions and ROI in Vietnam by launching a brand battle between itself and its competitor, MILO, advocating for child happiness against MILO's competitive attitude.

Campaign Objectives & Challenges

Market and Brand Background:

In Vietnam, over the past 10 years Drinking Milk Category volumes grew at a CAGR of 19%. Tonic Food Drink' makes up-to 10% of the overall Drinking Milk Category. MILO alone is technically the Tonic Food Drink Category' with over 88% market share with Ovaltine at a distant second place holding ∼9% volume share.

Until 2017 Ovaltine was part of the category growth story through strong promotional activity although MILO grew at a higher rate backed by high media investment (estimated Share of Spend within TFD - 75%) across touchpoints. However, by...

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