Wyeth Nutrition: Giving brand a new lease of life with 'Cara Pintar Mam' …in a smart way

Growing-up milk brand S-26 Procal used mobile to persuade mums to become advocates for the brand and drive trial and sales in Indonesia.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands