Details 14 December 2020
Bayer Malaysia s Redoxon is a water-soluble vitamin C that helps to keep the body s immune system strong and healthy. According to a Nielsen Retail Audit done in 2017, 2018, and 2019, vitamin consumption is low during the fasting month of Ramadan. During Ramadan, Muslims are required to fast everyday from dawn to sunset. Citing medical evidence, Bayer said fasting 14 hours a day for 30 days impacts the body s micronutrient supplementation needs. Hence, it saw an opportunity to increase vitamin consumption among Malay consumers. This led Bayer to create a campaign for Redoxon to boost immunity among consumers during the lockdown. Done in collaboration with MediaCom Malaysia, the campaign won bronze for Best Use of Mobile - Consumer Goods at