MANILA, PHILIPPINES – Soho Square’s work for Tang Philippines was awarded a Silver as the WARC Prize for Asian strategy announced its 2020 list of winners today. Soho Square’s entry for Tang was the only shortlisted and winning entry from the Philippines among 22 campaigns in nine markets.
Since its launch in 2011, the Prize highlights the “smartest strategic ideas form Asia’s marketing industry.”
Soho Square, an Agency under the Ogilvy Philippines Group, collaborated with Mondelez Philippines on the 2019 campaign “Tang Gets it Done.”
Tang Gets It Done | Watch on YouTube
“The ‘Gets It Done’ campaign for Tang is a fantastic example of the non-linear growth ideas we strive for at Ogilvy—finding giant new growth by giving an existing brand and product a whole new reason-to-use, positive and worth paying extra for, in this case helping mums deal with the daily challenge of getting their kids to drink enough water, without the tears. And then bringing it to life through punchy and cut-through creative,” explains Benoit Wiesser, Ogilvy Chief Strategy Officer, Asia.
Explains Toni Tiu, Ogilvy Group Philippines’ Head of Strategy: “TANG released a new purpose and philosophy that gave a refreshingly raw and honest take on family life. The pressure on Moms to do everything perfect, as typically portrayed in conventional ads, simply doesn’t work in the real world, leaving Moms stressed out. Through its TVC, digital videos and social content, Tang championed real moms in the belief that getting it done beats perfect every time, sharing how Tang help moms when it comes to kid hydration, refreshment and vitamin C consumption.”
