BRAND's Essence of Mushroom Business: Supplement drinks
BACKGROUND: Supplement communication in Thailand is strictly controlled by Thai Food and Drug Administration (FDA). Under rules and regulations, limited content can be conveyed to consumers. Also the immunity benefit of mushroom is redundant to vitamin C.
TASK: To come up with communication plan to give reasons for consumers to consume BEM and seek for benefit that is superior than Vitamin C.
SOLUTION: Pieces of content were injected to multiple touch points and created a certain linkage that helps consumers connect them together.
IDEA: The branded content - BEM helps you stay healthy in the cold weather The Unbranded content - Medicinal mushroom helps improve immunity system to the white blood cell level
RESULT: 50% of those who watched BRAND's Essence of Mushroom commercial to consume more than 3 bottles a month.