Berocca: 2PM positive ride

Berocca, a multivitamin brand, collaborated with two famous local artists and a TikTok star for the release of a music video to further consolidate its leadership position by driving trial and sales volume while holding onto its premium pricing, improve brand association with energy needs, and connect on an emotional level with consumers in Vietnam.

Campaign details

Brand: Bayer VietnamAgency: EssenceMediacom VietnamRegion: APAC

Strategy

Objective

The objective was for Berocca to further consolidate its leadership position by driving trial and sales volume while holding onto its premium pricing. To achieve this, one of the key metrics to improve was the brand's association with energy needs. Berocca's "energy" imageries were still not owned/considered a strength. According to Kantar, the VMS category remains undifferentiated and competitive. The "Daily use" imagery score is also low. The job to be done was to get occasional or non-users of Berocca to take Berocca daily by...

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