The Gold label refers to its premium infant formulas, such as Promise and Progress, which launched in Singapore in 2005. According to Jason Tan, Wyeth sales and marketing manager, the campaign aims to strengthen the brand in an increasingly competitive category. "There are a lot of brands that talk about nutrients and there is a lot of clutter," Tan said. "We wanted a fresh approach."
The initiative is Wyeth Singapore's first major ad campaign since the Gold products launched. The creative strategy taps into insights about parenthood, with images that portray the relationship between parent and child. "Wyeth has embarked on a vision to be a leading nutrition company in Singapore. We are leaders in other markets and we want to be leaders here," said Tan.
Asia is the fastest-growing market in the world for infant nutritional products, with a projected annual growth rate of eight per cent over the next five years.