Results and Effectiveness

The idea helped products in the booth sell out quicker by 30%. Due to the positive feedback, the campaign was widened to launch at leading supermarkets across the country. Most importantly, DMalt Hi-10 enjoyed the strongest relationship with moms in the brand’s history.

Creative Execution

The campaign was designed to implement at the strategic stores in Bangkok. The camera set was installed above the product shelves in-store. Once the consumers walks to the shelf and considers to purchase the product, a cute kid would run to the consumers and call out “mommy” and hug them with a deep affection. All these incidents were filmed and edited as the VDO clip to be broadcasted in YouTube.

Insights, Strategy and the Idea

Amid fierce competition in the Thai children’s beverage industry, major brands controlled most of the market. DMalt Hi-10, a malt-extract chocolate beverage, had to find an innovative approach with which to re-engage the attention of moms in order for them to consider DMalt Hi-10 as the best available option for their children. The idea was to make every mom who chose DMalt Hi-10 feel like a mom that all children love. The insight was that there’s no better way of making mom feel loved than have children express their love towards her. Arrangements were made to have a group of children call out, “Mommy, mommy!” and run over to hug anyone who chose DMalt Hi-10 at a supermarket booth accompanied by the campaign line, “Every child loves a mom who chooses DMalt Hi-10.” Video cameras were installed to capture mom’s pleasantly surprised emotions.