Maeil Dairies: Selex (Great reversal drama)

Maeil Dairy, a dairy products brand, promoted its high-protein product Selex in Korea with a film reminiscent of TV drama.

Background & Business Goals

The domestic senior care food market is entering a period of growth as our society ages. However, the general awareness of protein intake in Korea - an important nutrient for the middle and older age groups to keep up with their muscular heath - remains low. While daily protein consumption guidelines advise around 1.0 to 1.2 g of protein per 1 kg of body weight, more than half of Korean citizens aged 60 or older don't consume enough protein. It is important for Maeil Dairy to create a campaign that educates people on the importance of...

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