Drives relevance through new consumer trends around food like food experiments, binging etc.
The ongoing COVID-19 pandemic has resulted in people staying indoors and practising social distancing. While staying at home amidst the lockdown is the safest option in the present times, it has resulted in interesting consumer trends emerging. There is increased snacking and experimentation with food, coupled with untimely food timings and reduced physical activity which could all lead to higher chances of acidity. GSK Consumer Healthcare’s leading antacid brand ENO has captured these moments to build a contextually relevant digital campaign and to present itself as trusted ally against acidity.
The brand has launched a digital campaign, phase 1 of which was centered around occasions like working from home and reduced physical acitivity, which went live on 9th April. Phase two was launched on 30th April with two digital films titled “Stay @ Home: Food Cravings” and “Stay @ Home: Food Experiments” that highlight the change in eating habits and food experiments at home being witnessed in todays time, which could potentially result in acidity. Cooking has emerged as a favourite activity for many as people are experimenting in the kitchen, leading to social media being flooded with food images and searches for new receipes shooting through the roof. The visually delightful campaign has been shot in-home using food shots to drive the message of Eno being your trusted ally to ensure that acidity doesn’t play a spoilsport in the Food experiments & cravings.
The first phase of the campaign that was rolled out earlier this month has already garnered a massive reach of 7.1 Mn on OTT (Disney Hotstar & Voot) and 7.5 Mn on social platforms (Instagram & Facebook) and continues to drive social conversations & relevance for the brand in current times.
Naveed Ahmed, Area Marketing Director-Wellness, GSK Consumer Healthcare said, “Taking into consideration the emerging consumer trends of frequent snacking and reduced physical acitivity - driven by people being confined to their homes, our latest campaign enables people to indulge in their food cravings and experiments without having to worry about acidity. We have consciously choosen a humourous approach, inline with the brand personalibty of Eno, to build a connect with our audience and communicate our message effectively.”
Below are the links to the films :
Food Cravings - https://youtu.be/2v56OSD8JWo
Food Experiments - https://youtu.be/IqXpnbunbNI
Work From Home - https://youtu.be/rIVRdLPFEyI
Less Walking - https://youtu.be/Viuth5SVnp4