Berocca: Transcend the positive energy

Vitamin supplement Berocca ran a repositioning campaign in Vietnam to drive trial, sales volume and maintain premium pricing.

Campaign details

Brand: BeroccaAgency: CarnivalRegion: APAC

Strategy

Objective

From 2020 to 2021, Berocca took the lead in the thrilling race to reposition itself from health assistant to energy booster, rescuing everyone from the 2pm slumps. These campaigns had striking results, which helped Berocca VN become the top Ranking in Equity Score. Berocca usage saw an increase – among those who used Berocca in P12, average usage improved from 1.3 to 1.4 tablets/year.

However, according to Kantar, the VMS (vitamins, minerals and supplements) category still remains undifferentiated and competitive, Berocca needed to improve its core proposition...

WARC subscribers can sign in to keep reading

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