DATA POINTS: Infant milk powder advertisements in Hong Kong

The Friso Gold 2 ad has a strong cut-through ability and outstanding brand linkage to Friso. The good scores could be attributed to the animals and farm environment in the ad, which are unique to Friso, who have been using the setting in their past TVCs.

The Abott Gain Plus Advance No. 3 ad shows strong recall, but an average brand linkage to Abott. The Mead Johnson Enfagrow A+ ad has a good recall score, but an issue with brand registration.

The Wyeth Gold ad manages to cut-through the clutter as well, but lacks the branding device to remind consumers that it is a Wyeth Gold brand.