ENSURE GOLD “EVERYDAY STRENGTH”
How we convinced seniors that muscle strength is key to healthy aging
Ensure Gold is an adult nutrition supplement for seniors that was about to launch an improved formula with new packaging in Asia. We needed to convince healthcare professionals, caregivers and seniors that muscle strength was key not only in critical care and post hospitalisation recovery, but also in maintaining quality of life as we age. It was a tough, cynical crowd.
But this campaign was based on a fact that was startling. After 40, you could lose 8% of your muscle mass every decade. Muscle loss is a key reason why we lose our ability to do the things we love as we age.
Knowing that this slowdown was something that could be reduced with a nutritional supplement like Ensure Gold was motivating, and we wanted to make sure seniors knew this fact.
Creatively, we wanted to avoid sad depictions of seniors - we’ve seen enough ad cliches playing on fear and stereotyping senior life as dull. We wanted to show seniors as we know them. Funny, vibrant, competitive and full of life - just like anybody else.
Results
The campaign exceeded all KPIs. We got doctors to prioritise muscles more to patients by emphasizing beneficial outcomes. Recommendations from healthcare professionals increased. Usage grew across key hospitals. And consumers didn’t just love Ensure Gold (It became Malaysia’s No.1 brand in 3 months post launch), they also started giving their muscles more love with exercise.
FILM
KEY VISUALS
OTHER CAMPAIGN ASSETS
Outpatient communications
Inpatient communications
LAUNCH EVENT
We also helped conceive activation ideas for the internal launch of Ensure Gold. The event saw hundreds of key staff from APAC including researchers, scientists, sales and management, come together for a session of inspiration before the product launched in public.
CASE FILM (INTERNAL)
PEDIASURE “GROWTH IN 8 WEEKS”
How we took the stress of picky eating away from moms
There’s nothing a mom worries about more than her child not eating properly. Her child’s growth is a reflection of her ‘success’ as a mom, and when her child is picky by nature, she blames herself for it. With Pediasure, we had the chance to help alleviate that stress, because the optimal formula not only provides all the nutrition a child needs for healthy bones and growth, it’s also tasty to picky eaters. This campaign set out to show moms that Pediasure understands what they’re going through, and is here to support them.
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KEY VISUALS
