Campaign details
Brand: Friesland Campina - Frisian FlagAgency: ADA AsiaRegion: APAC
Strategy
Objective
Frisian Flag, one of the leading manufacturers of dairy-based products for children in Indonesia, faced several major challenges for its Frisian Flag 123 milk variant.
Frisian Flag 123, made for toddlers aged 1 to 3 years old, struggled to penetrate the middle-income market – Indonesia's largest socio-economic segment – due to stiff competition. There was low brand consideration due to a lack of awareness and inconsistent brand communication. Frisian Flag lacked a strong brand proposition to communicate to consumers – a huge...