Brief Explanation

The campaign has an underlying objective of establishing a rooted relationship with consumers to create influence and ease brand shift. Capitalizing on “Change for the Better,” the plan utilized non-traditional executions to move people to think for themselves on what they should change for the better. To strengthen influence, communication efforts were mounted in trusted media like news and current affairs programs, human interest shows, news websites and social media. Credible influencers were commissioned to become “advocates of change.” Digital and activations became an integral part of the efforts—serving as avenues for consumers to share their unique “change stories.”