Nutritional drink for kids is one of the most heavily advertised categories in Vietnam. To cut through me-too functional messages targeting at moms, we helped Ovaltine find a shortcut: appeal to kids via seasonal promotion campaigns.
Using the Super 5 – a group of five characters with different personality traits – we successfully turned something as humble as give-away erasers into the talk-of-the-town among Vietnamese kids. Particularly, we used those assemble erasers to create an imaginary super-city, where the Super 5 immersed themselves in thrilling adventures empowered by Ovaltine.
The campaign was promoted on kids’ websites, magazines and comic publications. As a result, it boosted not only sales, but also brand love among Vietnamese moms and kids.