Campaign details
Brand: Dancow Excelnutri+Brand owner: NestléLead agency: Mindshare IndonesiaContributing agencies: AdcolonyCountry: IndonesiaIndustries: Milk & dairy drinksMedia channels: Events & experiential, Mobile & apps, Online video, Print - general, unspecified, Radio & audio, Social media, TelevisionBudget: Up to 500k
Executive summary
Indonesia has one of the fiercest and most-cluttered growing-up milk categories, with minimal differentiation; every competitor plays on the functional end benefit for the child, via an ingredients story and a larger emotional pay-off for parents.
Market leader SGM has an established heritage and positions...