Bronze: Pediasure submitted by RK Swamy Media Group, India
PediaSure is a balanced nutritional product designed to meet the needs of 2-10 year-old children. It is priced three times higher than competitive brands, but has limited advertising budgets—less than 1% share of the milk category. Research showed that 80% of Indian mothers consider their child a “picky eater” and worry that an incomplete diet may limit normal growth. This presented an opportunity for PediaSure to address mothers’ concerns in a campaign called “PediaSure — Child Nutrition & You” across TV, Print, Radio and on-ground. Innovations added without cost included: content creation, brand integration, integration within soap operas, product placement in kids’ reality shows, Child Nutrition and Children’s Day campaigns and a Nutrition Assessment School Program. The breadth of the program caused PediaSure sales to spike dramatically.
PediaSure is a balanced nutritional product designed to meet the needs of 2-10 year-old children. It is priced three times higher than competitive brands, but has limited advertising budgets—less than 1% share of the milk category. Research showed that 80% of Indian mothers consider their child a “picky eater” and worry that an incomplete diet may limit normal growth. This presented an opportunity for PediaSure to address mothers’ concerns in a campaign called “PediaSure — Child Nutrition & You” across TV, Print, Radio and on-ground. Innovations added without cost included: content creation, brand integration, integration within soap operas, product placement in kids’ reality shows, Child Nutrition and Children’s Day campaigns and a Nutrition Assessment School Program. The breadth of the program caused PediaSure sales to spike dramatically.