The 'Wish Upon a Bear' campaign has been created to drive consumption of powered milk and extend its reach over rivals, Dumex, Alacta and Enfa, which have been actively raising their profile.
The campaign kicked off with a three-day event for the whole family at Bangkok's Seacon Square shopping mall, and featured surprise appearances by well-known models and superstars. Similar events will be held in other Thai cities part of Bear's national rollout.
Pattanai Luangtrakul, assistant vice-president and category manager for milk, said the campaign focused on Bear's role in aiding a child's development, a message which Nestle believes will resonate with mothers.
The campaign reinforces the message "that Bear Brand can make mothers' dreams come true" through television spots developed by Publicis Thailand, for the country's major television networks.
The campaign also includes a bonus element, with consumers offered the opportunity to win a variety of prizes based on three levels of a bonus scheme. Prizes include a photo frame, instant win premiums such as a child's artist table, a stationary set, and other educational and developmental toys. The top prize is a lucky draw for a scholarship valued at a total of 1.4 million baht.
Thailand's powdered milk market, valued at about four billion baht, has been growing at single digits as the number of children in households decline. "With the heavy focus on child development, the new campaign will encourage mothers to give their children powdered milk over the long term," said Pattanai.