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2020-2021:
Aquaxcel was a product line without its own brand, mainly communicated through offline events (events, training sessions… in Ca Mau, Bac Lieu), yet the effectiveness has decreased due to COVID-19. At the same time, communication on digital channels was not strongly promoted. It was often grouped with other products under the name Cargill. In this case, the brand decided to implement an independent communication strategy for Aquaxcel, focusing on improving digital recognition, creating momentum to penetrate other key shrimp farming areas and improving competitiveness.
2023-2024:
Aquaxcel restructures, developing into a brand with 5 product lines to meet all stages of shrimp development along with changes in packaging. Wisdom is in charge of proposing a brand architecture model, clarifying the roles between Cargill Corp and Aquaxcel brand. At the same time, building communications to raise awareness of Aquaxcel brand’s changes and promote the Master Farmer program to support sales to strengthen its position in the digital and physical market.
2020-2021:
Executing communications associated with a new-age intensive shrimp farming model to improve Brand Awareness. This is followed by creating demand and increasing interest in Dennis, who influences farmers’ final decision-making.
2023-2024:
Communication: Building the Brand’s platform to create a union from message to communication activities.
Strategy: Promoting 5 product lines that cover all shrimp’s development process and the related. Creating attention surrounding a core product called Nucare (mostly for baby shrimp and was formulated based on extruded shrimp feed technology – Cargill’s leading strength). Meanwhile, integrating promotions to make impacts on customers’ buying decisions.
2020-2021:
2023-2024:
2020-2021
2023-2024
