Scott's breaks taste barrier

Hong Kong - GlaxoSmithKline's cod liver oil supplement Scott's Orange Emulsion is using TV spots to convince and educate mothers with kids that their product is tasty to drink.

While Scott's Orange Emulsion is targeted at kids, its primary target consumers -mothers have a strong perception that the product has an unpleasant fishy smell or taste that they dislike and strongly believe their kids would too.

Additionally, as the health supplement requires kids to consume using a spoon, it gives the impression of taking medicine, further influencing their mother's purchase decision away from the product.

To break the taste barrier, Scott's launched a dare to taste blind test in kindergartens where orange juice and Scott's mixed with water were offered to kids to find out their preference and guess what they were drinking.

The taste test which became the source of one of the TV spots showed kids actually prefer Scott's mixed with water and they couldn't differentiate between the orange juice and Scott's drink.

The other TV spot aimed to educate how simple and easy it is to make Scott's a tasty drink by mixing water with Scott's.

Carol Chung, group account director for Grey Hong Kong said the creative rationale for the campaign is to capture the real response of kids who really enjoy the delicious orange juice-tasted Scott's Orange Emulsion and they can't even distinguish the taste between ordinary orange juice and Scott's Orange emulsion mixed with water.           

Grey Hong Kong developed creatives while Mediacom handled media planning and buying for this campaign.