The Campaign

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.

The Brief

The objective of this campaign is to re-gain the brand’s share of voice and to re-establish the brand as the mom’s best choice for their kid.

Results

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.

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 them “Mommy” and hug them with a deep affection. All these incidents were filmed and edited as the VDO clip to be broadcasted in YouTube.

The Situation

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 Strategy

DMalt Hi-10’s strategy is to tackle the moment at the point of purchase implementing a live event to engage with the target, who is considering to choose the product based on the insight that there is nothing better than having children tell their feeling to their moms who choose DMalt Hi-10. To do so, 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 them “Mommy” and hug them with a deep affection.