Tag: FMCG

Global – After a three-way pitch process, Australia-based advertising agency WiredCo. has been appointed by global FMCG giant Edgewell to craft a campaign for its new brand launch. The remit extends across media, creative, social, earned media, digital and influencer marketing.

The creative campaign, which is set to launch in April, aims to raise the mass awareness and consideration towards the parent brand, which is home to some leading personal care brands, such as Wilkinson Sword, Banana Boat, Bulldog, Schick and WetOnes.

In line with this, the new brand launch will also see the group moving up to the leading category in supermarkets.

David Kennedy-Cosgrove, managing partner at WiredCo., said that the new brand aims to break norms in the FMCG category that has never had a competitor successfully challenge its mundanity.

Another managing partner at WiredCo. Michelle Hampton, added that they came up with an idea that is very ‘campaignable’ and they’re now capable of executing it across all leading channels including earned media.

Meanwhile, Ivan Nuich, managing director of Edgewell at Oceania, said, “What really stood out about the team at WiredCo. was their demonstrated ability to come up with a bigger overarching campaign idea that was clearly backed up by data and marketing science, and the technical specialism to show where it needs to live in market for maximum impact.” 

Works from the campaign will be executed for six months with a social media focus across TikTok and Pinterest.

WiredCo.’s portfolio of brands include Pizza Hut, R.M.Williams, Red Bull, Assembly Label, Indeed, Maurie & Eve, and Georg Jensen.

Singapore – Global home and personal care company Colgate-Palmolive has announced a three-year partnership with foodpanda to bolster its digital strategy and give consumers across the region even greater access to its range of products.

Colgate also aims to drive its leadership within the health and wellness space forward. Said partnership follows prior successful collaborations which have shown a strong demand of Colgate’s core range of oral, personal and home care products on foodpanda via pandamart including the key markets of Singapore, Malaysia and Hong Kong, amongst others. 

Through the partnership, consumers will be able to easily purchase a wide range of Colgate products on-demand and have them delivered within an hour any time of the day through foodpanda. Popular products purchased on the platform include Colgate’s core range of products such as Colgate Toothpaste and Mouthwash, as well as products from personal care and home care brands like Palmolive, Ajax, Glo, and Softlan.

This partnership will not only allow Colgate to reach more customers and bring extra convenience, but it will also provide the company with deeper insights into consumer purchasing habits to inform Colgate’s business and marketing efforts. 

M Chandrasekar, director of customer development at Colgate-Palmolive APAC, noted that the company’s digital commerce strategy has driven significant growth for their business and greater integration of q-commerce will further strengthen their leadership across the region.

“Quick commerce is witnessing strong growth in Asia Pacific and we are confident that our partnership with foodpanda will enable us to better meet customers’ needs in a more efficient and effective way, having our products delivered right to their doorstep within minutes,” he said.

Meanwhile, Julien Tessonneau, senior director of q-commerce at foodpanda, commented that through the partnership, Colgate can leverage foodpanda’s robust q-commerce network and technology to enable even more convenience for customers.

“As customers’ demands for on-demand deliveries continue to grow, we are committed to ensure that our offerings are in line with what our customers want. We are very excited to partner with a leading brand like Colgate to further support the daily needs of our customers,” Tessonneau said.

Foodpanda also did q-commerce capabilities for several brands such as LEGO Group, Xiaomi, and Unilever.

Shanghai, China – Data and measurement-driven media agency Essence has been appointed by fast moving consumer goods company Liby as its integrated media partner in China. The remit includes consulting, strategy, content innovation, media planning and media activation for all of Liby’s brand and performance marketing activities across the market.

Liby joins Essence’s rapidly growing portfolio of clients, including Chang’an Ford, Crocs, GAC Motor, Google, Hermès, UPS and War Horse, across its Beijing, Guangzhou and Shanghai offices.

Founded in 1994 and headquartered in Guangzhou, Liby is a leading enterprise in the Chinese daily chemical industry with a mission to bring health and happiness to every family. Through nine production bases, over 30 branches and more than 10,000 employees across the country, Liby offers various products for fabric washing and care, tableware cleaning and oral care, with brands such as Liby, Kispa and BlueSky Liu Bi Zhi.

Benjamin Wei, CEO at Essence China, said, “It is imperative for brands to be ready for the challenges of communicating with consumers in today’s complex, competitive and ever-changing media ecosystem. With Essence’s full-service media offering, defined by an approach to strategy, analytics and creativity grounded in data, and dedicated to delivering value through innovation, we are excited to partner with Liby to create value for its brands by creating value for its consumers.”

He added, “Supported by our next-generation tools, technology, and data-driven service model that enables smarter and more efficient decision-making, we are looking forward to helping Liby transform its approach to marketing and achieve its business goals in its next phase of growth.”

Manila, Philippines – Food and beverage brand Knorr in the Philippines, which is under Unilever, has recently launched a new campaign as part of Unilever’s ‘Future Foods’ agenda, aiming to fight undernutrition in the country. 

Featuring well-known local basketball player Marc Pingris, as well as two other notable individuals – a multi-awarded teacher and the first-ever Tigwahanon Manobo medical graduate – the ad highlights that their success all thanks to a combination of hard work as well as eating nutritious vegetable meals, made more delicious by Knorr’s line of products.

The ad, made by creative agency MullenLowe TREYNA, is part of the launch for Knorr’s enhanced ‘Nutri-Sarap’ Nutrition Program, which focuses on two things—education and product improvement.

Under the program, Knorr strengthens its partnership with various government agencies, LGUs and NGOs—including the Department of Social Welfare and Development (DSWD), Department of Education (DepEd), Scaling Up Nutrition Business Network, and National Nutrition Council as well as Pilipinas Kontra Gutom—to educate parents on how to prepare healthy, delicious, and affordable home-cooked meals for their families.

“The brand believes that the greatest weapon one can use in this battle is knowledge. And through its different partners, Knorr is disseminating information that empowers parents to build healthy eating habits for their kids and diversify their family’s diet, especially in areas where help is needed the most,” the company said in a press statement.

Meanwhile, Kristine Go, vice president for foods and refreshments at Unilever Philippines, commented, “We’re doing everything we can to help secure a brighter future for the Filipinos. In the past, aside from education, we were also able to sustain feeding programs that we are proud to say have really made a huge difference in the lives of beneficiaries. With the pandemic limiting our movements, our search for more ways to make nutrition more accessible led us to implement improvements to our well-loved products.”

Taipei, Taiwan – The fast-moving consumer goods (FMCG) scene in Taiwan has been majorly dominated by local-grown brands, with a greater inclination to dairy products and beverages, the latest data from Kantar’s Brand Footprint report shows.

Leading the list is homegrown brand I-Mei Foods, a well-known milk processor company in the country; followed by Kuang Chuan, another milk brand; and Fresh Delight, a beverage company. Coming up next on the list is local food production company Uni-President, dairy company Wei Chuan Lin Feng Yin, and dairy brand Chui Sui, which is part of the Uni-President company group.

Only two global brands made it as the top FMCG brand choice among Taiwanese, which includes Quakers, Kirkland Signature.

Such high preference to local brands, according to Kantar, can be largely attributed to the rise of retailers in the digital age in Taiwan, and coincidentally the top-three choice brands are well-known retailer staples. According to them, retailers drove growth in consumer purchases via a digital approach – apps, payments and CRM to link the consumer journey. This demonstrates that private labels are now able to meet consumers’ expectations and get the balance between quality and price right. In 2020 they were able to recruit and drive repeat purchases.

Uni-President’s beverage lineup CH’UN CHI CHA ranked as the top beverage brand choice in Taiwan, followed by local beverage brand Hey Song and Super Supau. Global beverage brand Coca-Cola followed suit, then Vitalon Ochaen, a tea beverage brand.

In terms of dairy and dairy substitute products, Kuang Chuan takes the lead, followed by I Mei and Fresh Delight. This is then followed by Wei Chuan Lin Feng Yin and Uni-President’s Chui Sui.

Kantar notes that the reason why Coca-Cola managed to be alongside local brands is due to Coca-Cola’s campaign in 2020 focusing on Taiwan’s cities using local languages to build strong engagement with consumers. 

I Mei also takes the lead in the food category ranking, followed by frozen foods manufacturer Laurel and food brand Uni-President, as well as potato chip brand Lay’s and local food brand TAI SUN.

In the health and beauty category, women sanitary brand Sofy takes the lead, followed by global sanitary brand Kotex and beauty brand Carnation (KNH). Toothpaste brand Darlie follows the list, and global hygiene brand Colgate. For the homecare category, on the other hand, global tissue brand Kleenex tops the list, followed by local tissue brand Andante and De Yi. 

“Brands won through agile adoption and disruption, catering to the growing demand for convenience and by accelerating innovation to win new consumers. In an era driven by data, Kantar is uniquely placed to connect the dots through the consumer journey and link everything back to real purchases to uncover your next growth opportunity,” said Jason Yu, managing director for Greater China Worldpanel Division.

Kuala Lumpur, Malaysia – GrabSupermarket is the company’s first foray into online grocery shopping, and officially implemented its pilot release in Malaysia last November 11.

The new platform aims to provide an end-to-end solution for local producers, farmers, wholesalers, and FMCG brands to distribute their produce and products to a much larger consumer base. Furthermore, the new service launch is centered on providing a new income platform for Grab’s delivery network.

Aside from encouraging cashless payment, the GrabSuperMarket encourages next-day delivery to ensure fresh-picked produce. 

The aforementioned service’s pilot launch is available in Section 12 and 13 at Petaling Jaya.