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Propan TLC
"Happy Ever After"
Problem
Continue to own gana (appetite) and protect market leadership in the children’s multivitamin category where propositions are overlapping.
Insight
A healthy baby means ganadong baby, and a ganadong baby means a happy mommy.
Strategy
Faced with the challenge to strengthen the ownership of one proposition, FCB Manila decided to refresh the campaign and appeal this time to moms, the primary target market, by highlighting the benefits that they also get from a child with a good appetite.
Solution
Further strengthening this strategy, Propan TLC used a credible and very relatable voice of reason in the form of Regine Velasquez and Nate Alcasid as the new celebrity endorsers offline and online.
Results
This refreshed communication resulted to a significant increase in total brand awareness and ad performance – for the first time, Propan TLC scored significantly higher than Cherifer in ad awareness. The brand was also significantly associated with gana compared to all other brands.
As for the new endorsers, Regine and Nate delivered significant results for the campaign. Engagement was higher, media metrics were surpassed, and page comments had more emotional affinity. Moreso, the mother and son combo were perceived as believable, realistic, and convincing.
Make change happen
© 2021 FCB Manila, Inc. All rights reserved.
© 2021 FCB Manila, Inc. All rights reserved.