BRAND’S® Essence of Chicken has been around for more than 180 years. It is seen as a traditional product with an outdated image by younger Singaporeans who were forced to consume it by their elders for special occasions, such as exams, post pregnancy or illness recovery. Over time, the product has lost its relevance to consumers, especially with the proliferation of modern supplements, and sales are adversely affected.
We repositioned BRAND’S® Essence of Chicken to own the space of ‘Preparedness’. Preparedness is a gradual process of readying and improving yourself up until the defining moment. With the benefits of BRAND’S® Essence of Chicken, you can have the sharper mind required to get prepared right. To breathe life to the concept, we used a marathon as an analogy for life, and a famous sports personality, Dr. Mok Ying Ren (Singapore Marathoner and two times SEA games gold medalist), to front the campaign.