Campaign details
Brand: Nestlé / Wyeth NutritionLead agency: Mindshare IndonesiaCountry: Indonesia
Strategy
Objective
High Premium segment in Growing Up Milk (GUM) category is continuously declining due to the low functional differentiation and almost all brands have a similar proposition. The category is highly relied on the loyalty of users in consuming the GUM milk during the limited golden period of child growth (up to 5 years). So the challenge for the brand is how S-26 Procal Gold get new moms interested in a CRM program and recruit them with an interesting proposition.
S-26 Procal Gold...