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...