BRAND BRAVERYPANA GA 2019

NIDO growing the past 4 years!

Sources: Internal Data, Nielsen MASH data, July 2019

++SALES GROWTH

#1 GUMMARKET SHARE

Stay consistent

Stay focused

Reach: target broadly

Repeat messages across touchpoints

Strengthen distinctive strengths

Support your message to maximum effect

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Rules in communication have changed,

distinctiveness in communication approach is critical

The Milk Ad

Template Trap!

6 Golden Rules of Marketing

Differentiation and clarity in brand positioning

is imperative, as GUM players overlap in communication

“Laking NIDO, PROTEKTADO” “BONAKID para sa

Batang may Laban”

“TIBAY ng BEAR BRAND”

The MOST DISTINCT campaigns during 2017 touched on

unconventional topics and elicited strong emotions

“Vow” Atypical Love Story

“Wanda” Love Affair/Transgender

“Magic ng Pagsasama” Mom’s Death/Dad’s new Love

Understanding the “Balancer Moms” & her Parenting Evolution

At least 2 MILLION

Working

“First Time” Moms

14 MILLION

Single ParentsEither married or separated

The “Substitute”

ParentsDad

Hired Help Neighbors

Extended Family

NIDO GUM communication to break the mold

and speak to the unique situations of Balancer Moms

Build EMOTIONAL

EQUITYBuild a NEW & DISTINCT

benefit platformInspire moms to nurture the

interests of their child

HOWCompelling & highly

differentiated RTB

(respiratory defense)

REAL Context to help

build NIDO’S

AUTHENTICITY

Milk partner that helps

empower moms to

nurture child’s interest

WHAT

From functional driven to emotional

2014 – 2015Functional benefit highlight

LAKING NIDO,

PROTEKTADO

H2 2017 –2018Emotional benefit highlight

LOVE THAT PROTECTS

(3 episode campaign)

CHECK THE LABEL

2016 – H1 2017Functional benefit highlightEquity to consumers

Nutritious, delicious family

milk brand

Creamy and full cream

taste

Moms today cannot always be there for

their children 24/7 and they know that they

need to let their children go to nurture

them and help them develop their

interests and potentials.

To make sure they are nurtured, they need

to show a love that protects even when

they are not around through their co-

parents and with NIDO ADVANCED

PROTECTUS 3+.

EPISODE 1

Sentiment scan shows most comments were mostly positive or neutral

Positive opinions praised the focus on the realistic context

of the campaign and the inclusiveness of the brand to tackle

emerging family contexts

Positive comments included some local celebrities!

Some fans have been observed to defend

the brand organically

Negative opinions aired were focused on the

perceived context of “broken families”

Campaign helped to improve key attributes for NIDO GUM

Attributes

Helps protect my child +13

An innovative brand +12

Helps provide the essential nutrients needed by my child everyday +7

Ideal for my child’s age +13

Is a brand I trust +6

Is a brand that helps nurture my child's potential +8

Is a brand that helps stimulates my child's social development +11

Is of good value +10

Is supporting my child to grow confident +10

Leader in Children's Milks +6

Makes me feel I’m a good mother +12

Provides nutrition that helps strengthen my child's respiratory system +7

As well as significant lift in Market Shares & Sales

+++MARKET SHARE

++SALES GROWTH

Sources: Nielsen MASH data Q3 2017 , Milward brown QBR Q3 2017, Internal Data July 2017

EPISODE 2

High engagement online with people very heavily invested in the story

Fans messaging NIDO page directly Clamor for Part 3

Fans creating their own fan theories

Brand driving more conversation & excitement through moment marketing & teasers

Facebook Conversation between mom & dad

Teasers prior to TVC launch

EPISODE 3

Campaign helped in building NIDO GUM’s Equity, improving brand

health with good ad diagnostic scores

BRAND HEALTH

Awareness +7

Consideration +1

Trial +11

Bought Nowadays +10

Most Often Usage +9

10.3M ORGANIC reach

6.1M views, 900K engagement

Equity: Affinity

Equity: Sets Trends

Enjoyment

Relevance

Persuasion

However, challenged in persuasion and in generating demand & sales

Sources: Nielsen MASH data Q3 2018 , Milward brown & kantar QBR Q3 2018

-MARKET SHARE

-SALES GROWTH

Moving forward to 2019…

2014 – 2015Functional benefit highlight

2019 onwardsFunctional & Emotional benefit balance

LAKING NIDO,

PROTEKTADO

H2 2017 –2018Emotional benefit highlight

LOVE THAT PROTECTS

(3 episode campaign)

NURTURE THEIR FREEDOM TO BE(Power to Say Yes!)

CHECK THE LABEL

2016 – H1 2017Functional benefit highlight

EMOTIONAL EDIT

FUNCTIONAL EDIT

Attaining good ad diagnostics & significant lift in Brand health scores

BRAND HEALTH

Awareness flat

Consideration +10

Trial +7

Bought Nowadays +9

Most Often Usage +8

Source: Kantar BHT & Ad Diagnostic Tracking April 2019

++SALES GROWTH YTD

from negative in H2 2018

Successfully bringing NIDO

GUM back to growth!

Source: Nielsen MASH June 2019 & Internal Data June 2019

+++MARKET SHARE YTD

Protect it’s position as the

#1 GUM BRAND

THANK YOU