Campaign details
Brand: Nestlé / Wyeth NutritionLead agency: MINDSHARE INDONESIACountry: Indonesia
Strategy
Objective
In current declining market of Premium Growing Up Milk (GUM) Category, with our #CaraPintarMam (Mom's Smart Way) campaign, we want to make moms who didn't consider S-26 Procal to be interested in doing trial, repurchase and even recommend the brand as brand's advocate.
There's no distinct communication across GUM.
Most of GUM brands communicate the same message: the ingredients and child focus. Moms didn't feel any relevance on why they must choose premium GUM Milk, hence they ended up shifting to lower...