In India, Mother’s Day is one of the most celebrated days of the year. A day to pay ode to one of the most important person in our lives. But the Covid-19 pandemic dampened the celebration, and India’s No. 1 one energy drink needed a solution to celebrate Motherhood with its consumers. The bigger challenge was to stand out on a day where every brand is trying to get the customers attention.
Strategy
Glucon-D is always perceived as an Energy drink. And, during the lockdown many Indian mothers showed off their energy by juggling between household chores, taking care of their kids and professional responsibilities. This got us to get two worlds to meet. Where one epitome of energy empowered the other.
Creative Solution
After 85 years we convinced the brand to give mothers, the powerhouses of Energy, the place they deserved – On the Glucon-D pack. It was Mitali, Ankita, Lisa and many others names, replacing the iconic Glucon-D brand name. It was an instant hit among customers while social media was abuzz with conversation
Results
We achieved our goal to maximise brand recall, create buzz and bring the brand alive
39.7% to 18.3%
The Mother’s day campaign managed to arrest the degrowth of sales of
204%
It fuelled e - commerce growth for Q2 20 growth over Q219 growth
USD 1.5 million
The campaign generated free - media worth
225%
On Facebook, the engagement - rate went up a record
