Creative Execution

We launched Anchor Adult Pro’s Facebook page and uploaded #AllDayEnergy content which centered on people’s “pinakamahalagang bosses”. To lead the product launch campaign, we also released the online video “Dog” that heartwarmingly depicts how the energy levels at the end of a day can affect relationships; in this case, a relationship between a dog and his owner.

Independent of ATL efforts, the campaign was spearheaded by the online video “Dog”, which cumulatively tallied over a million views and more than 29,000 comments, likes, and shares on social media. The brand was able to go from 0 to 3.8% in terms of market share within just 3 months, proving that digital campaigns can stand tall amidst traditional advertising.

The objectives were to introduce Anchor Adult Pro as a milk drink that gives people quality energy that lasts all day and to obtain a market share from more experienced brands like Bear Brand and Anlene. The plan was to position the brand as a product that catered to the working class as a whole; specifically to those who usually worked long, hard hours trying to provide for their most important bosses – their children, spouses, parents, significant others, or other types of companions. In order to fortify the brand’s claim to “All-Day Energy”, we revolved the campaign around one central emotional insight: “Work wants the best of you. Someone else does too.”