Benjamin Li
May 12, 2010

Wyeth calls creative pitch for new milk powder product in China

SHANGHAI - Wyeth has called a creative pitch for a new product under its Milk Powder line. TBWA and agency-of-record Leo Burnett are understood to be involved in the pitch.

Wyeth calls creative pitch for new milk powder product in China
A source close to the pitch told Media that the tender was for "a new premium milk powder". The source added that the pitch was "neck-to-neck.”

It is understood that Wyeth launched the review six weeks ago in Shanghai. The pitch is still ongoing and sources say Wyeth expects to decide on the agency in June or July.

The holistic campaign for the new product launch is expected to roll out in Shanghai first.

TBWA currently works on Wyeth's Consumer Healthcare account. Last November, TBWA China was appointed as agency-of-record to Wyeth's Centrum vitamin line.

According to international reports, melamine-tainted milk products have recently been found on sale in China, more than a year after thousands became ill in a huge safety scandal.

Following the scandal, that effected many Chinese milk and dairy companies, imported foreign milk powder brands such as Wyeth and Mead Johnson substantially increased adspend last year, running print ads promoting the safety of their products.

Campaign China

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