Malaysian Media Awards Winners Showcase





2012 | |

Dutch Lady’s 5 Pronged Crisis Response

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: -
Credits: -

Challenge
A competitor brand was stirring a storm by claiming that their milk products had lesser sugar, and other popular brands contained added sugar that was harmful for Malaysian kids. This caused an adverse panic reaction, with many parents believing the propaganda. It was important that this claim was addressed scientifically.

Solution
We de-constructed the claim via intensive research and came up with a 5-pronged strategy to counter the negativity & predisposition parents had formed about sugar in growing-up- milk. Our strategy involved use of engaging ad copies that 1. Highlighted Facts, 2. Dispelled Myths, 3. Educated Malaysian Consumers about sugar in milk, 4. Spoke of Standards and Certifications & 5. Demonstrated that Dutch Lady had Local Understanding to fulfill the nutrition requirements of Malaysian kids.

Execution
Our keyword strategy running in sync with the overall campaign strategy, targeted parents who searched for information related to added sugar in growing-up-milk and also covered keywords related to other mid & lower parts of the consumer decision funnel. Our witty ads led searchers to a specially designed Dutch Lady FAQ page called the ‘Goodness of Milk’ that countered the claim head-on and provided consumers a scientific explanation about the sugar in DL’s growing-up-milk products.

Results
Ads had 37M+ impressions and 68K+ people visited DL’s FAQ page. Ad CTRs reached as high as 9%. Dutch Lady won new fans and consumers gained valuable life-long insights into the benefits of the ‘right type of sugar’ in milk. Despite the negativity, Sales Value Increased 6% during this campaign.