Ovaltine: Who Needs a Champion?

Thuy Anh Nguyen

Nutritional malt drink brand Ovaltine took a multichannel approach to win over mums in Vietnam and turn them off the leading brand that championed 'champion children'.

Campaign details

Brand: OvaltineBrand owner: FrieslandCampina VietnamLead agency: Climax InteractiveContributing agencies: Mindshare Vietnam, PervormCountry: VietnamIndustries: Hot drinksMedia channels: Online video, Outdoor, out-of-home, Social mediaBudget: Up to 500k

Executive summary

For the past five years, the growing-up milk segment has topped Vietnam's communication spend.1Brands keep introducing superior formulas that promise high-achieving kids with the potential to earn good money. That spoke volumes about what Vietnamese mums expect from their children. Trophies, or at the very least, high performers. They dream about little Einstein at...

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