Campaign details
Brand: Optimum GoldBrand owner: VinamilkLead agency: DDB Group VietnamCountry: VietnamIndustries: Baby foodMedia channels: Television, Word of mouth, advocacyBudget: 1 - 3 million
Executive summary
For more than 20 years, the milk powder industry in Vietnam was dominated by international brands. This became a bigger and bigger issue for Vinamilk – Vietnam's biggest dairy manufacturer. As Vinamilk's Optimum, a toddler formula brand, continued to lose share and sales against imported products, Vinamilk decided to raise its game.
Introducing Optimum Gold, reformulated to promote brain development on top of...