COW & GATE HAPPY TUMMY DANCE

My long-standing journey with Danone's Cow & Gate has involved transforming its brand in Hong Kong, evolving it from a general brand tailored for 'Hong Kong Babies' (since 2011) to one that owns the 'Happy Tummy for HK Babies' gut health positioning in 2015. This strategic work built significant brand equity and sustained market recognition.

Building on this foundation, the 'Happy Tummy Dance Campaign' leveraged a memorable Music Video to cut through market clutter. It was designed as a powerful hook for offline-to-online engagement, inviting parents to submit 'Happy Tummy Dance MV' videos. The response was phenomenal: thousands of user-generated submissions within a month, which we compiled into new music videos, creating a self-sustaining content loop that amplified reach and solidified the 'Happy Tummy' brand message.

AWARDS
2016 MTR BEST OF THE BEST
Silver - Youngsters' Voting