Planning & Execution

This mug is specially designed by Verawom for this campaign, and the team has worked with the manufacturer to design a mug that will respond to temperature. When hot water with temperature over 50 degrees is poured in the cup, a personal message will show up on the mug. When the mug is cooled down, the message will fade away. We also designed a mobile platform for consumers to order products with the mug and enable consumers to tailor-make personal messages to parents. Mug and products are purchased through an eCommerce platform and sent from Abbott to those parents.

The mug became a “new product utility”. It is not just a container, but a medium for love language from kids to parents. Everyday, when parents pour hot water and drink the milk, they are reminded of their kids' love for them. We successfully built the brand as the emotional bond between senior citizens and their children. It also encouraged the seniors to consume more Ensure to see the love message.

This creates an touching brand experience that ties the product benefits and consumers love together.

We utilised the new H5 format to collect the “Love Message” of adult children for their parents and print them on a thermal-control color change mug as a gift. On social media, we chose topics that were highly relevant to the target audience, i.e. information, finance, health and travel, and seeded our activities and product related news. We also communicated on both Weibo and Wechat KOL accounts. Touching love messages are shared through social networks, such as “Mom, I want to be your daughter in my next life,” “Dad, thank you for being patient with me”. Etc.

Effectiveness / Results

34.78 million buzz in total created on social channels, which led to massive traffic on the e-commerce platform.
After the first week of campaign, 91,327 applications were submitted.
Impression volume of Baidu key word “Ensure” increased 100,000 times.