Malaysian Media Awards Winners Showcase

Challenge
Dutch Lady’s “School” milk was still not the preferred choice amongst school kids. We had to increase our ‘Share-of-Throat’ amongst all the seemingly ‘cooler’ drinks. The school was the all important entry-point of beverages into a child’s life as it becomes a habit. Dutch Lady had to step-change the game.

Solution
A kid’s imagination is unparalleled. They can build castles in the air, make anything fly, be the kings & slay dragons, all with ordinary stuff lying around in the house. There aren’t enough colors in the world to do justice to what their mind can conjure up. We made our humble attempt to do just that. Media Agency recommended to let kids create their dream masterpieces using just the Dutch Lady School Milk Packs.

Execution
To penetrate schools we struck a unique partnership with NSTP’s “Didik”, the Nation’s largest educational supplement for schools. We invited schools nationwide to dream-up unique creative designs made from DL milk cartons and compete with each other. We understood that innovations IN newspapers is as important as innovations WITH newspapers, a relatively untapped area. Throughout the campaign, right from Seeding to the finale was covered by NSTP and “Didik”, extensively engaging students from every school.

Results
250+ schools and 210,000+ students participated and created 300+ mind-blowing creations. 125,000+ milk packs were used and consumed within 2-weeks! P1W Consumption increased by 7%. Positive brand scores increased by 9%. Market Value-Share increased by a whopping 2.8% in just one month. Milk drinking in School just got way cooler.