PROBLEM: Enfakid A+ is a children’s milk with 4x more DHA – a food supplement that supports superior brain development. This is a benefit that would grab any parent’s attention. Except that in Philippine supermarkets, their competitors are drowning them out with almost 3x the budget for SOV (Share of Visibility). In such a cluttered space, Enfakid A+ had to find a smarter way to get their message across. SOLUTION: We decided to target parents when they are most interested in their child’s development – while at a bookstore, browsing through Parenting books. IDEA: Enfakid A+ Spiners – turning bookshelves into milk shelves. Actual boxes of Enfakid A+ disguised as books by attaching book spines to the sides of the boxes. With book titles all about children’s brain development (8 titles in all). They were strategically placed in Parenting sections of top bookstores. Parents who were intrigued by any of the book titles, took the books out and were surprised to find that they were actually Enfakid A+ sampling boxes they could take home for free.

It got consumers talking about Enfakid A+ from bookstores, to bookstore websites, to blogs, forums and social media networks. And most importantly, back in supermarkets where over 75,000 boxes were sold during the campaign period.