Agency: Dentsu Malaysia
Campaign Strategy
Goodday Milk is the leader for the pasteurised fresh variant in Malaysia. Being the leader in "fresh" was an important USP to own in the milk category as "fresh" is the key imagery for the milk experience. To build brand equity in the market, we leveraged upon this proposition, but not in a way anyone would have expected.
Our strategy was not to push the brand onto the audience, but instead to engage the audience in the brand building process, making them part of the brand experience.
Campaign Concept
To build engagement with consumers,...