The situation involved the need to enhance the awareness of Minimax, a latecomer in the market of children's health functional food, where powerful competitors were already established. Although mothers were highly involved, it was observed that they tended to purchase based on recommendations from acquaintances or familiar brands, as they couldn't directly confirm the efficacy/effects. Thus, the primary goal was to establish recognition among mothers as "children's specialized health functional food."

Insights were found in the daily observation that parents don't give their children just anything, and children don't eat whatever their parents give them. By emphasizing the "children's specialized health functional food" aspect, focusing on the minute aspects of a child's lifestyle, hygiene, taste, form, and appearance that competing brands didn't talk about, Minimax was able to build its unique positioning.

Additionally, to emphasize the trust in researching children, former announcer and television personality Oh Sang-jin were selected as a model, and Dong-A Pharmaceutical’s "Children's Health Research Center" was actively showcased in TV commercials to reinforce the positioning of "children's specialized health functional food."

To increase awareness, media operations utilized favorable channels such as terrestrial broadcasting and cable TV for extensive exposure to consumers. Simultaneously, digital media capable of retargeting the parent age group (30-49) was operated to maximize trial experiences for the new product.

The campaign achieved a +112% increase in sales compared to the set goal. Following the campaign, consumer surveys indicated a +15% increase in auxiliary awareness compared to the same period the previous year.