COMMUNICATION TASK

With little communication and innovation, Ovaltine is a challenger brand in the Tonic Food Drink segment. Mums find Ovaltine as ‘another chocolate-based milk’, without any differentiated imagery lingering in mind. Therefore, the task was to revamp Ovaltine’s image as a creative, fun and smart brand that suits respective kids.

CLIMAX’S SOLUTION

Championship vs. Happiness to raise awareness in hope of saving ‘future adults’ some childhood

  • All began with back-to-school poster series speaking hearts and minds of less well-performing kids
  • Social debate spiced up
  • Milo vs. Ovaltine contrasting pov billboards
  • Ended on a high-note with Hàm Trần short film celebrating moms who pursue their children’s happiness

CREATIVE ASSETS

Through a social-led campaign, we took performance-driven parents through guilt trip by showing the flip side of ‘championship’, HAPPINESS, and opened an avenue of communication with purpose for Ovaltine.

SHORT FILM

Ended on a high-note with Hàm Trần short film celebrating moms who pursue their children’s happiness

The Results

  • Top 10 Outstanding Communication Campaigns in 2018 (Advertising Vietnam)
  • ~100,000USD-worth-of free-media, inc- TV (VTV / VTV1) & media
  • 10% volume share increased