Diploma Full Cream Milk Powder: Changing the approach towards consumer promotions

This case study shows how Diploma Full Cream Milk Powder used a consumer promotion referencing a major social issue to create a more positive brand image.

Diploma Full Cream Milk Powder: Changing the approach towards consumer promotions

Bitop Das Gupta

Campaign details

Brand Owner: New Zealand Dairy ProductsLead agency: Grey Advertising BangladeshBrand: Diploma Full Cream Milk PowderCountry: BangladeshIndustry: Dairy products, fats, oilsMedia: TelevisionBudget: Up to 500k

Market background and cultural context

Diploma Full Cream Milk Powder is manufactured by New Zealand Dairy, and is one of the oldest and most popular brands of full cream milk powder in Bangladesh.

The total size of the market is approximately 50,000 metric tonnes. In terms of...

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