Deeply ingrained in the Filipino culture is our unwavering commitment to care and to provide for our elderly. But because of inflation, many are forced to compromise the level of care for their senior loved ones. Despite seeing the benefits of Ensure Gold, because of their shrinking budget, many are considering taking it off of their grocery list.

We needed to reinforce the role it plays in the lives of the seniors and convince shoppers that Ensure Gold is essential to the health of their beloved seniors.

CULTURAL CONTEXT: Caring for our seniors is a cherished Filipino tradition passed down through generations. Our deep sense of gratitude, known as "utang na loob," instills the belief that taking care of our parents in their old age is a way to express love and reciprocate the care we received growing up.

DIGITAL CONTEXT: In 2023, e-comm platforms Shopee and Lazada ranked as the 3rd and 4th most used mobile apps in the Philippines. This shift to online purchases reflects the country's status as the social media capital of the world, showcasing our digital transition even in shopping behavior.

Our solution was to change how the shoppers view our product on e-commerce and let them see the intangibles attached to the price tag. The idea was to make them realize that Ensure Gold is more than just a can of milk -- it represents strength, renewed passion and a better quality of life for the seniors.

With 47 million Filipinos doing most of their shopping online, we knew we needed to do the persuasion in the top e-commerce sites in the country. The strategy was to connect on an emotional level in this highly transactional platform.

Using the can of Ensure Gold, we tweaked the packaging design to show the many amazing things their senior loved ones can do when they drink it. By replacing the product thumbnail with empowering pieces of artwork and by tweaking the product name to highlight the possibilities, this marked a strategic overhaul at transforming the online consumer experience. Shoppers were able to realize that they’re purchasing more than just sustenance for their elderly– they’re providing their loved ones a better quality of life. With a peak implementation period in April and May 2023, this also culminated in a marked surge in user acquisition and revitalized engagement.

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