ADIVA Collagen Thematic National TVC

THE CHALLENGE

Adiva Collagen is essential liquid protein that helps to improve skin health for woman in the middle-age. The benefits of Adiva is introduce to reduce wrinkles and dryness to provide youthful and healthy skin. However, the brand image that pick the most popular and beautiful ladies as the
brand ambassadors did not work well with target consumers who are housewives and small-shop owners from 30-55.

THE STRATEGY

Together with Adiva, April proposed the new approach that has changed the brand image. The “Bottom-up” TVC campaign 2018 took advantage
of the consumers’ insights through personal outlook and family bonding to get closer to them with simple message. This message is widely welcomed by woman from the South, that helped to increase brand awareness and trials.