Bangkok--10 May--Mind Touch
Nestle today kicks off a 360-degree marketing program with the launch of new communication campaign “Immunity Can Be Built Up — Learning from the Under Water World” to stimulate the premium growing up milk powder segment. The new 100 million baht campaign will be enhanced following the launch of the new BEAR BRAND ADVANCE PROTEXTION, which has gained a significant 10.4% share of the growing up milk powder market in just seven months. This reflects the need of today’s parents, who pay special attention to building their children’s immunity system.
Roland Stieger, Business Executive Manager- Dairy and Creamers, Nestle (Thai) Limited, reveals that the introduction of the BEAR BRAND ADVANCE PROTEXTION system in September last year was received very positively by Thai consumers. The product has gained a significant market share of 10.4% after only seven months. BEAR BRAND ADVANCE PROTEXTION is the latest innovation developed by Nestle in response to the need of mothers to enhance their children’s immunity system. Nestle believes that the immunity built from within are crucial to both the children’s development and learning ability.
Mr. Stieger says that “Although the overall growing up milk powder market is stagnant, the premium segment of the category enjoys continuous growth. With its growing up milk powder products, including BEAR BRAND, Nestle is the market leader with combined share of more than 46 per cent (Source: AC Nielsen January/February 2007). The BEAR BRAND ADVANCE PROTEXTION system alone already holds the second place in the premium growing up milk powder market.
In the first half of 2007, Nestle is looking at a marketing budget of more than 100 million baht of which 60 per cent will be spent on above-the-line activities or media advertising such as TV commercials, print advertising and radio spots, together with sales support promotions. The remaining 40 per cent of the budget will be allocated to below-the-line activities, emphasizing on public relations and event marketing, which aim to reach consumers more directly. The company will utilize a 360-degree marketing concept starting with the roll-out of first marketing campaign - “Immunity Can Be Built Up — Learning from the Under Water World”. The campaign consists of a new TV commercial as well as consumer event activities to be held between June 23 and 24 at Siam Ocean World. In addition to that, educational programs such as seminars and work shops, as well as promotional and sampling activities will be conducted between July and October 2007. The choice of the communication vehicles will be based on reaching a high number of target consumers effectively.
The new TV commercial with the title ‘Sea World’ will be launched to support the whole marketing campaign with the use of animation technique and melodious music to differentiate itself from other milk powder brand advertisement. The new ‘Sea World’ commercial will be a connected version of the successful first TVC - ‘Cartoon World’, so that consumers would not only recognize its outstanding presentation, but also the music, which they could sing along to.
The new 30-second ‘Sea World’ advertisement is scheduled to be on air from May 9, 2007, onward. Under the theme “Nature has its own way of building immunity to protect itself, your precious little ones also need the same kind of protection”, the TV commercial will feature an adventure of a young child who explores the imaginary under water world where he finds out how the sea creatures protect themselves as well the nature’s protection mechanism. To have the protection and immunity he needs to explore and learn safely, he drinks BEAR BRAND ADVANCE PROTEXTION with “LACTOBACILLUS PROTEXTUSTM”, healthy bacteria which help to enhance his immunity system for a strong and healthy body. This encourages the young kid to learn and face challenges in his life with confidence and without any fear of harmful germs.
“Our key message in this new campaign is to reinforce the significance of immunity building for children and all the benefits they will get by drinking BEAR BRAND ADVANCE PROTEXTION. This will help building trust with our consumers and strengthen our number one position in the market,” says Mr. Stieger.