Flavettes, famous for its Vitamin C offerings, carried out a relaunch campaign that turned around one of its products from being a complete unknown to something that everyone wants. It even directly affected the Adult Vitamin C category, forcing it to expand its market consumption capacity.
While Flavettes Effervescent Glow launched in 2017, it didn’t capture the target audience’s attention. This is partially due to how the brand is only known for its Vitamin C line. This became the motivating factor to relaunch the product with focus on beauty and wellness.
Challenge
Flavettes Effervescent Glow had to contend with low product awareness and compete with well-established health supplements brands. The new approach had to be different – one that primary market players will not consider. Instead of immunity, Flavettes and ASTRO highlighted aspects of Flavettes Effervescent Glow that help improve skin quality and youthfulness.
Strategic Fit
Having two highly related needs that were not main considerations for healthcare products, Flavettes was able to re-target the product’s main audience – women, specifically Malay women (aged 25 to 40) as they command the bigger share of voice for beauty and emotional benefits. As Duopharma and Astro developed this new and radical approach, they came up with a two-part plan that go beyond just addressing the customer’s healthcare and well-being needs.
First, ASTRO brought to life the Flavettes Effervescent Glow tagline – Champion Inner Beauty, Outer Glow (Kejelitaan Terserlah). This is done using product placement and endorsement through drama sponsorship. As a follow-up, ASTRO then organised the first-ever ‘Flavettes Glowing Star Search’.
Content Strategy
The Flavettes Glowing Star Search is the primary platform for contestants to showcase their talents and potential as the new brand ambassador for Flavettes Effervescent Glow. To ensure this role resonates with women in Malaysia, the team made sure audiences can quickly and easily recall Flavettes. The entire process was carried out in two stages.
First, the TV drama sponsorship. The show that ASTRO identified as having the highest women audience was Megadrama’s ‘Lafazkan Kalimah Cintamu’. With a recorded viewership of 7.2 million, ASTRO had the product strategically placed and used in all 32 episodes. This includes moments when popular characters in the show consumed the product. Occasionally, characters from the show also made recommendations for the product and highlighted its benefits.
The second approach is more direct – a selfie contest campaign that focuses on natural beauty. This took place after drama sponsorship wrapped up. Those entering the contest just needed to post their selfie on social media and craft a creative caption about Flavettes Effervescent Glow. As the approach was simple and relatable, it managed to capture more than 600 entries.
Flavettes’ brand ambassador search also added on the hype as it tapped onto beauty related platforms to drive the marketing awareness. This included cross-promoting on Astro’s InTrend magazine portal and being featured on Astro’s TV and social network properties as shout-outs. The campaign also engaged popular talk-shows like MeleTOP and Motif Viral.
As there was a public voting phase, the event felt immersive from the get-go. 20 qualified semi-finalists from the first round of voting were narrowed down to five finalists. These Final Five showcased their talents and how they will communicate the brand essence of Flavettes Effervescent Glow to a panel of judges. The winner will become the new brand ambassador for the product and be signed up with Flavettes via a one-year contract. This arrangement also includes TV commercials, POSM and a live appearance.
Results
The easy-to-relate campaign and ambassador search have been highly receptive with the target audience. Major achievements include:
Stronger Brand Voice
Since the campaign kicked off, Flavettes Effervescent Glow recorded high double-digit growth in the Vitamin C category. The overall brand recognition also received a huge boost as the campaign generated 2.9 million impressions and attracted new consumers as well. This massive growth also directly expanded the Adult Vitamin C category.
#1 Position in Marketplace
Flavettes Effervescent is now the top brand in the Adult Vitamin C category by 48% in volume share and 107% in value for MAT. It has overtaken its direct competitors to become the market leader in Volume and Value.