Campaign details
Brand: SuperNANBrand owner: NestléEntrant company: Mindshare China, ShanghaiMarket: China (Mainland)Sector: Baby foodMedia channels: Online video, Social mediaBudget: 3 - 5 million
Executive summary
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 were stagnant over the last five years; it needed to drive sales, raise awareness and association of allergy prevention.
It needed to find Mums looking for a product tailored to...