Campaign details
Brand: MARIGOLD 0% Fat Yoghurt DrinkBrand Owner: Malaysia Dairy IndustriesAgency: MashwireCountry: SingaporeIndustries: Milk & dairy drinksMedia Channels: Content marketing, Integrated, Online video, Point-of-purchase, in-store, Product placement, Social media, Websites & microsites, Word of mouth, advocacyBudget: Up to 500k
Executive Summary
Being the market leader, Marigold 0% Fat Yoghurt drink faced the tough challenge of maintaining its position in the product category. Using a different approach from the usual highlights of functional benefits, the agency presented an emotional route through discovering the key insight that women...