Wyeth goes outdoors in gold campaign

Hong Kong - Wyeth Hong Kong has appointed Leo Burnett to launch a campaign for its premium brand Wyeth Gold, aimed at strengthening its image and boosting sales.

While most milk powder TV commercials are filmed indoors, Leo Burnett has created one that features a couple playing with their son outdoors at the beach on a sunny day.

This is based on a recent research conducted by the agency which shows parents' aspiration to go out with their kids and enjoy a sunny day out.

The ad is also able to demonstrate Wyeth Gold's product benefits in an easy to understand and concise manner highlighting its Biofactors system that offers total nutrition for the all rounded development of children.

Leo Burnett already works with the brand in China, but has now extended the relationship into Hong Kong.

Apart from TV, the Wyeth Gold Biofactors system campaign runs across print, online and outdoors.

Maxus handled media buying and planning duties for the campaign.