Advertiser: Chocolate Drink Brand: Dutch Lady Creative Agency: Leo Burnett Credits: Ramakrishnan C.N (Executive Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Chow Lee Kheng (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Christy Yong (Brand Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)
Even though the dietary needs of young kids are very very different from those of school-going kids, for mothers of most kids, Milk was Milk – a homogeneous commodity. With the launch of different Milk for 2 segments, Dutch Lady had to change this belief against deeply ingrained behavior.
We understood that 1-6 yrs kid are as different from school going kids as a teenager to a 40 year old. Mothers didnt know this but if reminded she would get it immediately. Our Mothers spend a lot of time at home and the TV guide becomes an important tool for her to asses the day and also decide the content for her kids. We decided to catch her attention at this moment of truth
In conjunction with the most popular newspapers we segregated the Program listing of all the channels of the TV guide into “suitable for kids below 6 years” and “suitable for kids between 7 – 12 years” with the message “Just like Dutch Lady Kids and School milk is specially designed for specific age“ Editorials on age specific nutrition were planted to coincide with the launch phase of the campaign.
Mothers clearly understood the need for different milk for the kids. Loyalty amongst Mothers increased by 23%. Past-7-days usage increased by a whopping 44%. Market share grew by 10%, making this the most successful launch for them in recent history and is changing the milk game in the market.