SuperNAN: Super Relatable SuperNAN

A campaign by SuperNan, a Chinese Infant milk formula company specialising in a hypoallergenic formula, raised brand awareness by tailoring its advertisements to young mothers.

Campaign details

Brand: SuperNAN Brand owner: Nestlé Entrant company: Mindshare China, Shanghai Market: China (Mainland) Sector: Baby food Media channels: Online video, Social media Budget: 3 - 5 million

Executive summary

As a challenger brand specializing in allergies in China's heavily competitive Infant Milk Formula (IMF) category, SuperNAN faced fierce competition from large players who controlled over 70% of the market.

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