Campaign details
Brand: Krem-TopBrand owner: Alaska Milk CorporationLead agency: TBWA\Santiago Mangada PunoCountry: PhilippinesIndustries: Milk & dairy drinksMedia channels: Events & experiential, Outdoor, out-of-home, Point-of-purchase, in-store, Product placement, Product sampling, Radio, Social media, TelevisionBudget: 1 - 3 million
Executive summary
For Filipino millennials, personal taste comes first. That's what Krem-Top, the #2 brand in the coffee creamer market, used to combat the challenge they faced – the decline of the category (including creamer giant Coffeemate) due to the growth of 3-in-1 coffee.
How do you grow in...