Ensure Gold 2018
Challenge: Ensure, the adult nutritional supplement from Abbott, was launching its new breakthrough formula. We were given the task of launching the product and make muscle strength matter for seniors over the age of 50 across SEA.
Idea: The ‘Gift Of Everyday Strength’ marketing campaign brought to life the link between muscle loss and one’s ability to carry doing their activities with ease.
We helped create and deliver an integrated marketing toolkit and brand style guide with assets across HCP communications, launch events, activations, and consumer communications across TV and retail. A first-ever for the brand.
Results:
While maintaining our status as the No. 1 brand in VN, Ensure also reached the top spot in Malaysia for the first time.
Sales crossed USD 100 million.
Ensure Gold 2019
Challenge: Ensure wanted to drive a credible and relevant dialogue with Caregivers, who made up almost 50% of our shoppers and were highly involved in making nutritional decisions for their parents.
Idea: The ‘Strength For Moments That Matter’ marketing campaign showed Caregivers how with Ensure Gold, they could give their parents the everyday strength and vitality they need to create moments full of life and bonding, the moments that truly matter.
We followed a digital-first approach to connect with and convince our audience.
Ensure Gold 2020
Challenge: Ensure wanted us to come up with an insight-led ownable brand platform. And become the brand that understands the changing behaviours of the older generation.
Idea: We leveraged the insight that the body ages faster than one’s mind for the 'Live Life Strong' campaign. And with Ensure Gold, seniors will continue to have the physical strength to pursue what their mind seeks and do the things they love without age slowing them down.
We soon followed it up with an integrated campaign with an enhanced muscle loss claim and key product benefits.
