Alaska: Summerap

Filipino dairy company the Alaska Milk Corporation needed to protect its ownership and market leadership during the summer season, despite the unusually cool, wet weather that threatened to reduce demand for its summer drinks and treats.

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...

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