Madhavi Tumkur
Nov 29, 2010

Ovaltine Super 5 inspires kids to think creatively in Vietnam

HO CHI MINH - On the back of last year’s successful Ovaltine Smart Challenge Campaign, Y&R Vietnam has launched a new campaign for Ovaltine inspiring children to be imaginative and think creatively.

Ovaltine Super 5 website allows children to express their imagination and creativity
Ovaltine Super 5 website allows children to express their imagination and creativity

The campaign also helps reinforce the brand’s positioning built around ‘mental smartness’.

The campaign revolves around five characters, each with a distinct personality trait– Smartini, Geekman, Inspecto, Coolance and Speakana. A collection of fun stories told in the form of comics has been created for this campaign.

The stories revolve around disastrous, unusual phenomena taking place in the world of the 'Super 5' where suddenly everything in the world is beginning to melt, and out of nowhere the skies are covered with flying birds.

The campaign goes on to invite children to help 'Super 5' solve the problem by submitting their own smart solutions as ends to the stories.

Said Ovaltine brand manager, Dao Thu Ha, "We are extremely excited about the 'Super 5' campaign. It has generated a great amount of interest not only among children but also internally within our company, our sales staff and distributors."

He added, "We’ve been receiving a lot of positive feedback. It’s been only a few weeks into the launch and we are already seeing an impact on sales as well as market share. We are very happy with the brand’s performance and hope this will continue until the end of the campaign.”

Tarun Dhawan, managing director, Y&R Vietnam responded, "The early signs of success on the 'Super 5' promotion demonstrates yet again that it is possible to drive short term sales and build long-term brand equity at the same time."

The Ovaltine 'Super 5' campaign is being rolled out from December using a combination of touch points including digital, print, point of sale, on pack promotion that appeal to children. Its Phase I will run from December until Phase II 2011.

Consumers can watch a trailer of the campaign, view the five characters, read the comics, and submit their entries at

Other engaging tools including games and activities are also built into the site.


Ovaltine Super 5 characters
Ovaltine Super 5 characters

Related Articles

Just Published

24 minutes ago

With pandemic as backdrop, Jollibee departs from ...

A new campaign from BBH Singapore takes a sombre but ultimately heartwarming look at life under the pandemic, delivering 'A message from the future' about the lasting lessons we can take from the past year and a half.

11 hours ago

Facebook extends 'more together' thought with ...

Watch the film conceptualised by Taproot Dentsu here.

12 hours ago

Ogilvy names Liz Taylor as global chief creative ...

Taylor becomes first woman to hold Ogilvy's top creative position.

13 hours ago

Don’t like policing people and if a brand is legal, ...

The Indian actor opens up what he likes and dislikes about advertising, why he’s not on social media, and why he believes OTT is far superior to television