Launched in 2012, this campaign for Sustagen was created as a nostalgia ad to celebrate
the 100th year of Mead Johnson. To get attention in a crowded market, the strategy implemented was to talk to the kids of yesteryears--those who loved the brand in the 80s--so they will endorse it to the kids of today.
The AVP, below, narrates the BTL-only campaign.
The next three web videos were used as materials to drive the campaign. They feature the Sustagen mascot, Geno, already a grown-up. The campaign presents him as an acclaimed Hollywood stunt man and the three web videos
are glimpses into his adult life and demonstrations of his valuable physical strength.
The following web video was used to drive the campaign. It presents Susy, the female Sustagen mascot,
as a grown-up and one of the highest paid action stars in Asia. Her physical strength is also
subtly communicated in the video.
