Alaska: Summerap
Viboy Palillo
Campaign details
Brand owner: Alaska Milk CorporationAgency: Lowe PhilippinesBrand: AlaskaCountry: PhilippinesChannels used: Branded content, Events and experiential, Internet - microsites, widgets, Outdoor, out-of-home, Point-of-purchase, in-store media, Radio, Sales promotion, Sponsorship - event or property, TelevisionMedia budget: 500k - 1 million
Executive summary
Traditionally, demand for the Alaska Valueline brands Evaporada and Condensada peaked during the summer season. Specifically with Evaporada, as the flagship variant and main ingredient in traditional Philippine refreshments like halo-halo and samalamig, business was seasonal and weather-dependent – the sunnier and more...