Ensure Gold: 2022 Vu Lan campaign

Ensure Gold, an adult milk brand, introduced the limited-edition Vu Lan Health Gift Pack with a special Rose Tin Tag in Vietnam to regain category consideration, and drive category growth amidst caregivers' hustle and bustle pace of life.

Campaign details

Brand: ABBOTTAgency: Hakuhodo SACRegion: APAC

Strategy

Objective

Quarter 2 - 2022 witnessed COVID-19 under control and the lockdown was fully lifted in Vietnam. Caregivers rushed back to the hustle and bustle of life to regain their financial losses after a two-year shutdown. Amidst that myriad of things, caregivers' attention was seemingly drawn away from the core things that needed to be taken care of – the bond with their parents and especially their parents' degrading health due to long COVID.

Concern about health, especially elderly health, was diluted from 62% to 58%. Penetration...

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