From Elderly People to Everybody – Ensure’s Brand-New-Chapter

“In order to redefine the brand and expand Ensure’s category penetration, our strategy is to disrupt the communication norm and establish a new normal of Ensure.
Leveraging people’s key concern in lockdown period, we identified an insightful opportunity among the general public – the fear of muscle loss, turning the product from niche target to everybody.
Overall campaign design aim to enhance stronger connection with consumers across their decision-making stage and being the first-to-market full funnel communication in nutrition category.
All in all, the result significantly and directly proved the success of our strategy, proving that we successfully push Ensure from a quiet niche brand to a product which can drive people’s digital behavior with a significant volume and expand to a younger profile.”