Alaska Classic: Home and Community Queens

This case study describes how the Alaska Milk Corporation used an emotional campaign to increase volume sales and maintain it's price point against market pressure in the Philippines.

Alaska Classic: Home and Community Queens

Viboy Palillo

Campaign details

Brand owner: Alaska Milk CorporationAgency: Lowe PhilippinesBrand: Alaska ClassicCountry: PhilippinesChannels used: Events and experientialMedia budget: Up to 500k

Executive summary

Alaska liquid milk's quality is beyond challenge. But when homemakers were finding it easy if not necessary to compromise in favour of lower price, Alaska's relevance had to surpass rational consideration and connect in a deeper emotional way.

The 'Ginang Alaska' ('Madam Alaska') programme was homemaker advocacy, cooking and talent contest, sales activation, socio-civic outreach and, yes, a beauty...

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