Goals and objectives
Tang, a 50-year old heritage brand in the Philippines, boldly sought to reinvent itself by addressing the needs of parents in today’s modern world through its first ever digitally led campaign in partnership with Rappler.
With about 50% market share in the powdered beverages (PB) category, Tang has always been the go-to choice. However, it found itself losing relevance in a category that is kept afloat by just product news and flavor innovations. The brand aimed to connect with moms on the digital space and help them feel good about serving Tang through the #WeAreHomemade movement that celebrates expressions of love defined by family moments at home.
The #WeAreHomemade campaign recognises the reality of passing judgment on other parents solely based on children’s behaviour in public. It established its stand to protect the home from hasty judgments, focusing instead on personal experiences and values which help shape who we are. Together with Tang, Rappler a social news network that inspires community engagement for social change sought to celebrate the different styles of parenting— urging the audience to share lessons they’ve learned from raising their own kids and encouraging others to start supporting other parents instead of bringing them down.