Alaska Krem-Top Coffee Creamer: Happy New Change! - Turning brand message into an advocacy

Previous campaigns for Krem-Top Coffee Creamer in the Philippines had led to a high level of brand awareness, but most consumers were not attracted enough to consider trial or switching from the leading brand.

Alaska Krem-Top Coffee Creamer: Happy New Change! - Turning brand message into an advocacy

Mary Frances Rubio

Campaign details

Brand owner: Alaska Milk CorporationAgencies: M2M Advertising Philippines Inc (media), Open Inc Philippines (activation and digital – content) and TBWA-SMP (creative)Brand: Alaska Krem-Top Coffee CreamerCountry: PhilippinesChannels used: Internet - display, Newspapers, Product and other sampling, Radio, Social media, Sponsorship - media, TelevisionMedia budget: Up to 500k

Executive summary

Krem-Top Coffee Creamer took advantage of the 2012 New Year festivities in the Philippines to hype the brand's 'change for the better'...

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