Maeil Dairies: How a lactose intolerant person chugs down a giant latte

Maeil Dairies, a brand of dairy products, increased awareness in Korea about lactose intolerance and lactose-free milk.

Background & Business Goals

More than 70% of South Koreans are unable to break down the sugar in milk. This means that they suffer from lactose intolerance, and drinking milk makes their stomach hurt. At the same time, most South Koreans are not even aware of the fact that they are lactose intolerant, and continue drinking plain milk even though it causes them pain.

Despite this, the lactose-free market is still in the early stages of growth, accounting for only about 2.4% of the total white milk market. Therefore, as an immediate objective, Maeil Dairies aimed to achieve a 30%...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands