Client Brief

Gain Eye-Q is a premium range of growing up milk produced by Abbott Nutrition. Abbott Nutrition needed to differentiate the brand, effectively reaching the target consumer for market share expansion and create a strong relationship between the brand and its key selling point “Eye to Brain Coordination”. At the same time the client wanted to avoid focusing the campaign solely on benefits that boost physical growth.

 Business Challenge

The brand faced a market saturated with similar products and little product differentiation. The discerning Malaysian parent formed the key target, as the product is priced on the premium level. They are very focused on their children’s development and educational performance. Many are willing to spend premium amounts to provide an educational and developmental advantage to their children.

The whole campaign took a fresh approach by promoting activities and experiences that develop the whole individual with nature as its primary setting. This was markedly different from other manufacturers who tended to focus on IQ or physical development.

The core strategy for the PR campaign focused on experiential nature education to reinforce the importance of “Eye-to-Brain coordination” in growing children. The campaign reached out directly to various stakeholders i.e. media, target market, retailers, and key opinion leaders (KOL), and used the endorsement of KOLs to add credibility to the campaign, to influence the target market  and further drive this message. The whole campaign took a fresh approach by promoting activities and experiences that develop the whole individual with nature as its primary setting. This was markedly different from other manufacturers who tended to focus on children’s IQ or physical development.

Results

Though faced with intense competition for media attention from other growing up milk (GUM) manufacturers, the Gain Eye-Q Learning Through Discovery Campaign found a unique platform, engaged its target audience and created memorable experiences associated with the brand. The campaign was also recognized as a winner at the first Malaysian PR Awards, winning the Best Consumer Launch award.