“What will happen tomorrow?”
When Wyeth Nutrition’s in-house communications team asked themselves what ALL their brands’ consumers care about, that is the answer they came up with. Challenging themselves to create the brand’s first corporate campaign since 2015, they had to deal with strong and highly distinct equities across their different brands (Promil Gold, Promil Four, Bonakid Pre-School 3+, and Promama, among others) meaning they had to incorporate different personalities, interests, and socio-economic classes into one material, and not alienate any of the different brands’ consumers in the process.
“We decided to go with a musical approach, because as a company we work in English, but we feel in Filipino,” says Migs Marfori, Wyeth Nutrition’s Creative Content Manager. “As the father of a 3 year-old, I wrote the lyrics to sound like something I could sing to my son as a lullaby. And the opening line “Bukas paggising mo, bago na ang mundo” just came to me as soon as I started thinking of the campaign. It worked great with the idea of tomorrows as something the brand could own.”
“This campaign really brings back the heart of the corporate brand,” says Miko Acuña, Wyeth Nutrition’s Digital Marketing & Communications Director. “The science has always been there, and our individual brands have always been strong. Now, with the campaign’s over 11 million views on YouTube and 7.2 million on Facebook, consumers are rediscovering our heart.”
In showing families from all walks of life, with different challenges, hopes, dreams, and aspirations, Wyeth Nutrition hopes to remain a brand that Filipino families can rely on, both today, and for all the tomorrows to come.
CREDITS:
Wyeth Nutrition
Digital Marketing & Communications Director: Miko Acuña
Creative Content Manager: Migs Marfori
CRM & Communications Manager: Kim Tirona
Digital Marketing Manager: Ral Ang
Communications Specialist: Joey Castro
Producer: Jem Lim
Associate Producer: Bea Jose
Director: Joel Limchoc
Music: Arnold Buena
