Anmum Essential: Mothers Against Secret Sugars

The majority of Malaysian parents give their children growing-up milk but don’t know that these formulas have sugar added to them.

Anmum Essential: Mothers Against Secret Sugars

Hetal Gandhi and Anirban Ganguly

Campaign details

Brand owner: Fonterra Brands Malaysia: Yeoh Phaik Sim and Aaron LambertAgencies: OMD Malaysia and BBDO SingaporeBrand: Anmum EssentialCountry: MalaysiaChannels used: Direct marketing, Email marketing, Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Newspapers, Point-of-purchase, in-store media, Print - general, unspecified, Product and other sampling, Public relations, Social media, Television, Word of mouth and viralMedia budget: 1 - 3 million

Executive summary

In only three months, Anmum Essential changed...

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