Anmum Essential: Mothers Against Secret Sugars

Hetal Gandhi and Anirban Ganguly

Campaign details

Brand owner: Fonterra Brands Malaysia: Yeoh Phaik Sim and Aaron Lambert
Agencies: OMD Malaysia and BBDO Singapore
Brand: Anmum Essential
Country: Malaysia
Channels 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 viral
Media budget: 1 - 3 million

Executive summary

In only three months, Anmum Essential changed the dynamics of the homogenous growing-up milk category by empowering 'Mothers Against Secret Sugars'.

In total, 63% of Malaysian parents give their children growing-up milk for everyday nutrition (source: Nielsen Media Index Q4-2011). Growing-up milk powders are fortified with added nutrients for the child's mental and physical development. Parents select their child's milk brand after much deliberation and brand loyalty is high.