DIELAC VINAMILK

CASE STUDY SUMMARY:

Problem:

In Vietnam, the infant powder milk market knows the paradox of price. While nutrient values are the same, the price of foreign brands are twice or even thrice as much as local brands like Dielac. Mothers believe if a milk brand is foreign and expensive it is better. This puts immense pressure on their income. But with the high inflation in 2009 (CPI > 28 %), milk powder brands became less and less affordable. And with a number of PR initiatives pointing out their unreasonably high prices, mothers started to question their choice: Are they really worth the price?

Strategy:

Leveraging mothers’ latent dissatisfaction with foreign milk brands, we chose to be the brand that spoke to them with honesty.

In a category dominated by foreign scientists, flying molecules and “magic” formulas claiming to boost child development, we did the exact opposite: we put real mums with real concerns at the heart of our message — creating a more authentic, relatable and trusted voice.

Creative work:

The campaign idea: Dielac salutes mothers who think differently.

Instead of the expected doctors in their white lab coats, we put mums at the forefront of all our communication and gave them the freedom to express their joy and their worries. By doing so, we positioned Dielac as the choice of real and honest mums.

Results:

• For the 1st time, Dielac became the market leader with more than 29% of volume share six months after the campaign launch.

• Brand attributes - “Suitable for my kids”; “Most reliable company”; “Expert in the milk powder category” - went up while foreign competitors' attributes went down. (Sources: Nielsen and Millward Brown 2010).

Note: I was Strategic Planner at Mullen Lowe Vietnam, reporting to the Head of Planning, and working with Account Management, Creative and Production specialists.