CP-Meiji: High protein celebrity-led fitness at home

CP-Meiji, a pasteurised milk brand, provided exercise classes in Thailand during the COVID-19 pandemic to drive brand awareness and consideration.

Campaign details

Brand: CP-MeijiBrand owner: CP-MeijiEntrant company: Carat, BangkokMedia: BEC-Tero, Bangkok / Fitness First (Evolution Wellness Co., Ltd.) Thailand, BangkokMarket: ThailandSector: Milk & dairy drinksMedia channels: Livestreaming, Product placement, Public relations, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

The CP-Meiji High Protein 'Celebrity-led Fitness at Home' case explores how we quickly and effectively responded to the COVID-19 pandemic which adversely affected our client. We faced the challenge of a nationwide lockdown in March 2020 and responded by delivering exercise classes to the...

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