activation / brand repositioning
well gut well being
Consumers perceive probiotics sold in pharmacies as medicine. Antibio-Pro and other products in same category has long been perceived as digestive treatment – not immunity booster. The brief is to shift behavior from “problem-based use” to “daily use” and positioning Antibio-Pro as a way to enhance immune system.
INSIGHT & IDEA
Our TAs in Vietnam have endless occasions of fun involving EATING. What else could spoil the fun more than a growling tummy? We launch an unbranded activation at the place they least expect in the midst of their joy: the restroom.
What else could spoil the fun more than spoiling their appetite?
What else could be more embarrassed, as a Vietnamese, to stand up and run away in a party?
What else could be worse than having digestive problems
WHEN YOU LEAST EXPECT IT!
So, drink Antibio-Pro before your body fails you.
So, drink Antibio-Pro because it gives you the ease to be CAREFREE
to enjoy endless fun occasions.
art direction
The mascot was utilized in following commercials after the debut and the introduction of the adorable probiotics.
Client
Bayer Antibio-Pro
Agency
Carnival
Credit
ACD: Tea Nguyen, Tu Tran
Lead Art Director: Vinh Bui
Copywriter: Teo, An