Campaign details
Brand: EnsureBrand owner: Abbott LabratoriesAgency: Dentsu LHSMarket: MalaysiaIndustries: Functional foods, supplementsMedia channels: Content marketing, Events & experiential, Integrated, Online display, Online video, Point-of-purchase, in-store, Print - general, unspecified, Programmatic display, Public relations, Search marketing, Social media, Word of mouth, influencersBudget: 1-3 million
Executive summary
This is the story of how nutrition supplement brand Ensure Gold leveraged its Muscle Maths campaign to introduce muscle strength in conversations about healthy ageing, going against category norms and prioritising bone strength. In the process Ensure Gold changed its brand...