Campaign

Leading Nutrition, Spreading Love

Brand

Monte

Success Story

• Leading the milk scrum market with over 70% market share.
• Attracted over 6.3 million views on YouTube.
• Had over 25 million interactions in just one month.
• 126 million impressions on social media.

Background & Objectives

In the minds of Vietnamese consumers, Monte is a product for weight gain and increased nutrition. This is both an opportunity and a barrier for consumers (hesitant to use it due to fear of excessive weight gain). Monte wants to change mothers’ preconceptions about fat: Fat is not bad, and raise awareness about the benefits of fat.

Novaon Digital’s Implementations

The “Leading Nutrition, Spreading Love” communication strategy was implemented targeting insights from mothers. Novaon used the Onfluencer Platform to select nationwide KOLs with young children matching the target customers.

• Creative Mascot The Monte Fat Shipper
• TVC & MV
• Social Media
• Minigame
• PR Article