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illuma
A Salute To Breastmilk

RAN IN: Taiwan

CLIENT
Wyeth Taiwan

Evie Yang - Marketing Manager Debbie Kao - Brand Manager

AGENCY
Ogilvy Taiwan *Lead Agency

Giant Kung - Executive Creative Director Fannie Lai - Assistant Art Director Allen Chen - Copywriter Winnie Lee - Group Planning Director Tracy Jheng - Senior Planner Fy Lu - Group Managing Director Kate Lee - Business Director Diki Yin - Associate Account Director


SUMMARY

This is a paradoxical story of how a infant formula brand, new to the market and 200% premium-priced vs market average, achieved consistently superior value share growth for the past 3 years, by doing what no other had thought, or dared, to do before – to position itself as the most passionate supporter of Taiwan new mums quest to breastfeed as long as possible.


Hero Medium: Consumer Involvement

Audience: Women

Objectives: Develop, revitalise market (category growth), Gain new customers

Language: English