Vitamilk: 55 Provinces

Vitamilk, a soy drink brand, launched a campaign in Thailand to increase out-of-home sales.

Campaign details

Brand: VitamilkBrand owner: Green Spot CompanyEntrant company: MediaCom, BangkokMarket: AsiaSector: Milk & dairy drinksMedia channels: Merchandise & free gifts, Online video, Packaging & design, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Thais don't consider milk and milk-like drinks as suitable for out-of-home consumption, so as more and more time was spent on the go due to longer commutes and changes in lifestyle, consumption of our Vitamilk soy drink was suffering. We needed to change that.

Market background & objectives...

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