Sustained Success

Bronze
CAMPAIGN
Mountain Dew
AGENCY
Colenso BBDO New Zealand
CLIENT
Frucor Beverages
BRAND
Mountain Dew
DETAILS
CAMPAIGN SUMMARY
Mountain Dew in New Zealand has a single-minded purpose: to help its drinkers take their passion to the next level.
 
This purpose was conceived with ‘Code Red’ in 2010, made real with ‘Skate Park’ in 2011. And in 2012, we hit it out of the park with ‘Off The Wall’.
 
The work has been was an outright success.
 
·         Each year we’ve brought new consumers into the fold without alienating existing fans
·         Our brand health and engagement measures have shot up and now stabilised
·         And most importantly, in a declining category we’ve grown sales by over +25% (YOY since 2010)
CAMPAIGN
Tayyari Jeet Ki - Prepare to Win
AGENCY
Ogilvy & Mather India
CLIENT
Cadbury India
BRAND
Bournvita
DETAILS
CAMPAIGN SUMMARY
At the current rate of share decline, Bournvita, the leading milk additive health powder, would lose its 60 years of leadership in the next 4 years.  To match pace with other milk additive brands, Bournvita had adopted highly functional propositions in recent years. But what worked for competition failed miserably for Bournvita. Our scores on bonding, saliency and differentiation plummeted, all of which reflected in a declining market share.
 
Interacting with mothers revealed a big opportunity for Bournvita to re-invent and create aspirational codes - for the category, for our culture and parenting itself. This strategy helped re-invent Bournvita itself from a mere milk additive to a parenting partner.
 
The new creative idea – ‘Tayyari Jeet Ki’ (Prepare to Win), helped reverse bonding scores by a massive 24 points, registered the highest ever ‘Top of Mind’ scores in the last 4 years, accelerated our stagnant repeat user households by 14% and finally reversed our bleeding market share with a milestone 54%.
 
The best accolade for us however was regaining consumer trust and being recognised for infusing a new inspirational discourse in popular culture.
 
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