Our mission was to create a compelling campaign that not only refreshed the brand’s image but also drove significant sales growth for Amel Susan, a well-established home consumer brand known for its custard powder, faced the challenge of consumer complacency and the need to invigorate its market presence after over two decades. With new product extensions introduced, the brand required a repositioning strategy to deepen consumer demand and foster loyalty.

Our Objective was to reposition Amel Susan’s custard powder brand, reignite consumer interest, boost demand, and enhance brand loyalty to achieve substantial sales increases.

We adopted a comprehensive marketing strategy that combined traditional and digital media to create an engaging and memorable campaign. Our approach focused on reconnecting with long-time consumers while attracting new ones through a blend of nostalgic and modern elements.

We developed a refreshed brand narrative that celebrated Amel Susan’s heritage while highlighting the new product extensions. This narrative was woven through all campaign elements to create a cohesive brand story.

Revamped the packaging to reflect a modern aesthetic that appealed to both existing and new customers, while maintaining elements that conveyed trust and tradition.

Created heartwarming TV and radio ads that told the story of Amel Susan’s journey, emphasizing quality, tradition, and the exciting new product extensions. These ads were aired during peak viewing and listening times.

Designed visually appealing ads for newspapers and magazines, targeting households and food enthusiasts.

Launched interactive social media campaigns, including contests and user-generated content, to engage directly with consumers and build a community around the brand.

Collaborated with popular food influencers to create content showcasing various ways to enjoy Amel Susan’s custard powder and its new extensions.

Developed attractive in-store displays and promotional materials to capture consumer attention at the point of purchase.

Organized sampling events in major supermarkets, allowing consumers to taste the new product extensions and experience the brand firsthand.

Consumer Loyalty Programs:

We introduced a loyalty program that rewarded repeat purchases with discounts, exclusive offers, and entry into contests for larger prizes.

Results:

The campaign effectively repositioned Amel Susan, resulting in impressive outcomes:

Sales Growth: A significant increase in sales was observed, with both the original custard powder and the new product extensions performing exceptionally well.

Enhanced Brand Loyalty: The loyalty program and engaging content fostered a deeper connection with consumers, leading to repeat purchases and positive word-of-mouth.

Increased Brand Visibility: The multi-channel campaign boosted Amel Susan’s visibility across both traditional and digital media, reinforcing its presence in the market.

By crafting a thoughtful and multi-faceted campaign, we successfully revitalized Amel Susan’s custard powder brand. Our strategy not only reignited consumer interest but also drove substantial sales growth, proving the effectiveness of combining nostalgia with modern marketing techniques to reposition a long-standing brand in a competitive market.

Project Description:

In the wake of the COVID-19 pandemic, Biomult, a new multivitamin brand, sought to establish itself in the competitive Nigerian OTC market by emphasizing its immune-boosting properties. Our challenge was to create a compelling brand narrative and build market presence swiftly, ensuring Biomult stood out as a vital health supplement in those unprecedented times.

The Objective was to introduce Biomult to the Nigerian market, positioning it as the go-to multivitamin for immune support, thereby driving brand awareness, consumer trust, and market penetration.

Our strategy was a dynamic blend of above-the-line (ATL) and below-the-line (BTL) marketing models, designed to create widespread visibility and engage directly with the target audience.

Execution:

Above-the-Line (ATL) Campaigns:

Billboards: Strategically placed billboards in high-traffic areas, target market segments, and urban centers to create immediate brand recognition.

Radio Jingles: Developed catchy and informative radio jingles broadcasted during peak hours, effectively communicating Biomult’s immune-boosting benefits.

Public Relations (PR): Implemented a proactive PR campaign to secure media coverage in major health and lifestyle channels & publications, enhancing Biomult’s credibility and reach.

Brand Advocacy and Partnerships:

Stakeholder Engagement: Partnered with influential bodies such as the Pharmaceutical Society of Nigeria (PSN) and the National Association of Patent and Proprietary Medicine Dealers (NAPPMED), leveraging their networks to build trust and advocacy within the pharmaceutical community.

Branded Environments:

Pharmacy Branding: Developed eye-catching point-of-sale displays and promotional materials for pharmacies, making Biomult a prominent choice at the point of purchase.

Outdoor Advertising: Utilized branded lamp poles and BRT buses, ensuring Biomult’s message was visible across key urban routes, maximizing brand exposure.

Event Sponsorships and Activations:

Health Events: Sponsored and hosted events with healthcare professionals and pharmacists, providing a platform for product education and engagement.

Community Outreach: Conducted community health drives and wellness workshops, positioning Biomult as a trusted ally in health and wellness during the pandemic.

Results:

Our multifaceted approach yielded impressive results, quickly establishing Biomult in the Nigerian market:

Market Entry Success: Biomult rapidly secured a strong foothold within the pharmaceutical distribution chain in Nigeria.

Brand Visibility: The campaign significantly boosted brand recognition, with widespread visibility across major cities and rural areas.

Stakeholder Support: Fostered strong relationships with key industry stakeholders, enhancing Biomult’s credibility and market acceptance.