The Brief

Regain market leadership for the first age milk brand S-26 Gold via ethical promotion and activation, currently ranked 2nd (vs. Mead Johnson and Abbott)

 

Our Strategy:

Create a nationwide activation for an ethical forum for doctors with an advanced nature and a lifestyle twist to match the brand’s personality: The Gold Hub

Areas Covered:  Nationwide

Tactics: Establish a futuristic, gold-inspired hub that has a medical lecture and financial wellness aspect to help build the advanced story of S-26 Gold.

Results

  • ž100% attendees of invited MDs and VIPs
  • žImproved sales performance up by 35% in the second quarter and still growing
  • žžAt present, Number 1 in the first age milk category, regaining market leadership, ahead by MJ by 6 pts.
  • žImproved relationship with doctors which led to more prescriptions
  • Won a bronze medal in the 2013 Nestle ILAW awards for effectiveness

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