Post on 22-Jul-2015
OBJECTIVE
MARKETING
COMMUNICATION
• Increase share by:Recruiting lapsed customers (GoldSoy calcium)
New customers (Fresh milk)
• Raise awareness of new Fami product with calcium
TARGET AUDIENCE
Unisex
From >20
STYLE & CHARACTERISTICSHealthy life style.
Concern about beauty & health
(obesity, heart disease, osteomalacia) of family members
Lapse customers
TARGET AUDIENCETARGET AUDIENCE
CHALLENGE
• Homemade Soy milk is tastier, safer, and more nutritious than
Bottled Soy milk.
• Soy milk is tasty, nutritious, but does not include Calcium, so does
not help bone healthy.
• Soy milk is usually used by women and adults.
idea
• Type: Exaggerate the effect of product
• Tone: Humor, scientific
• Emotion: Enjoyment, surprise
• Endorsement: Hoàng Phi – funny, strong, manly
• Action: Super power - Smash the table.
• Type: Exaggerate the effect of product
• Tone: Humor, scientific
• Emotion: Enjoyment, surprise
• Endorsement: Hoàng Phi – funny, strong, manly
• Action: Super power - Smash the table.
idea
Open the clip is a boy enjoying a box of fami milk Then he see a funny accident,… …, that makes him can’t stand laughing.
And he accidental push his hand on the stone table,… , suddenly the stone table crashed completely.
He and other people totally are shocked.Close up to main boy, he looks at the fami milk
box in a suspected way.
He realizes as he drinks fami calcium milk every day so he gets the amazing power like
that.
Close up to the product feature, the penetration of calcium ion into bone.
Message: “Fami Canxi Ngon Sánh Mịn, Chắc Khoẻ Xương”