Campaign details
Brand: Friesland Campina - Frisian FlagAgency: ADA Asia
Strategy
Objective
Frisian Flag, one of the leading manufacturers of dairy-based products for children in Indonesia, faced several major challenges for its Frisian Flag 123 milk variant.
Frisian Flag 123, made for toddlers aged one to three years old, struggled to penetrate the middle-income market – Indonesia's largest socio-economic segment – due to stiff competition. There was low brand consideration due to a lack of awareness and inconsistent brand communication. Frisian Flag lacked a strong brand proposition to communicate to consumers – a huge disadvantage as competitors...