MARIGOLD HL Milk: Care to Share Your Heart

Hon Wui Theo

MARIGOLD HL Milk, the Singaporean dairy company, grew volume share and top-of-mind awareness by running a campaign focused on cholesterol awareness.

Campaign details

Brand: MARIGOLD HL MilkBrand owner: Malaysia Dairy IndustriesLead agency: Mashwire Pte LtdCountry: SingaporeIndustries: Milk & dairy drinksMedia channels: Online video, Social media, Websites & microsites, Word of mouth, advocacy

Executive summary

Despite a growing trend of Gen X diagnosed with high blood cholesterol levels due to demanding work schedules and sedentary lifestyles, consumers still associate heart problems and high cholesterol with old age, being overweight and being unhealthy.

Tasked to strengthen MARIGOLD HL Milk's leadership position with a re-launch of MARIGOLD HL Milk with Plant Sterols, the campaign needed to...

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