DATA POINTS: Infant milk powder advertisements in Hong Kong

According to Ipsos' analysis of recent infant milk-powder ads in HK, it seems impossible to find an ad that doesn't showcase happy babies—along with promises of these babies becoming smarter. It is a challenging task for manufacturers and advertising agencies to rise above the noise, and mis-attribution to competitors is a common problem. That said, three brands have managed to stand out, albeit with room for improvement.

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The Friso Gold 2 ad has a strong cut-through ability and outstanding brand linkage to Friso. The good scores could be attributed to the animals and farm environment in the ad, which are unique to Friso, who have been using the setting in their past TVCs.

The Abott Gain Plus Advance No. 3 ad shows strong recall, but an average brand linkage to Abott. The Mead Johnson Enfagrow A+ ad has a good recall score, but an issue with brand registration.

The Wyeth Gold ad manages to cut-through the clutter as well, but lacks the branding device to remind consumers that it is a Wyeth Gold brand.