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)
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.
- 100% attendees of invited MDs and VIPs
- Improved sales performance up by 35% in the second quarter and still growing
- At present, Number 1 in the first age milk category, regaining market leadership, ahead by MJ by 6 pts.
- Improved relationship with doctors which led to more prescriptions
- Won a bronze medal in the 2013 Nestle ILAW awards for effectiveness