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Anmum Essential
What's In The Milk

RAN IN: Malaysia

CLIENT
Fonterra Brands Malaysia

Samantha Chan, Brand Manager - Anmum Essential, Fonterra Brands (Malaysia) Sdn. Bhd
Irene Cheah, Marketing Manager, Fonterra Brands (Malaysia) Sdn. Bhd

AGENCY
BBDO Malaysia *Lead Agency

Lay Jianyi, Creative Director, BBDO Malaysia
Rafiq Ridzwan, Planning Director, BBDO Malaysia
VJ Anand, Executive Creative Director, BBDO Malaysia
Krystle Morais, Writer, BBDO Malaysia
Hugo Pacheco, Account Director, BBDO Malaysia
Heshvin Vasu, Art Director, BBDO Malaysia


APD

Andy Ng, Associate Account Director, APD


Mediacom

Minaam Khatri, Business Director, Mediacom


SUMMARY

In Malaysia, we found that many parents didn’t pay attention to what goes into their child's milk. Apart from DHA, Calcium, Protein, and other good stuff, there’s Sucrose, Fructose, and Corn Syrup – added sugars. While parents are eliminating junk food from their child’s diet, added sugars remain free, contributing to Malaysia’s #1 ranking in childhood obesity in the region. Parents just weren’t curious enough. We embarked on a mission to alert parents to the existence of added sugars, and parents were stopping to ask – What's in the milk?

CASE VIDEO


Language: English