Alaska Value: From Home Makers to Microbusiness Owners

Viboy Palillo

Campaign details

Brand owner: Alaska Milk Corporation
Agency: Lowe Philippines
Brand: Alaska Value
Country: Philippines
Channels used: Events and experiential
Media budget: 500k – 1 million

Executive summary

This is how the Alaska Milk Corporation introduced Alaska Value, a line of low-priced creamers they positioned as the essential ingredient for small food enterprise success, helping mums transform their home kitchens into centres of burgeoning home-based food micro-industries, thus creating a durable and distinct value segment that Alaska Milk Corporation now firmly holds.

The Alaska Milk Corporation introduced Alaska Value as flanker products to protect its classic line of evaporated and condensed milks against cheaper competitors.