Campaign details
Brand: SuperNANAgency: Mindshare China
Strategy
Objective
As a challenger brand specializing in allergies in China's heavily competitive infant milk formula (IMF) category, SuperNAN faced fierce competition from large players who controlled over 70% of the market.
SuperNAN's sales had stagnated over the last five years; it needed to drive sales, raise awareness and association of allergy prevention.
Target Audience
Moms that are concerned about their babies' minor sensitivity issues such as skin rashes, bloating and abnormal bowel movements.
Creative Strategy
As a challenger brand, SuperNAN had far smaller budgets than those of its competitors. It...