Goodday Charge: A new form of energy from milk

Milan Agnihotri, MunTip Liew

Goodday, a milk brand, successfully launched a campaign that introduced a new chocolate milk drink to Malaysian consumers, by branding it as an alternative energy-recharging drink and increasing its sales.

Campaign details

Brand: Goodday ChargeBrand owner: Etika GroupAgency: Dentsu LHSMarket: MalaysiaIndustries: Milk & dairy drinksMedia channels: Integrated, Online video, Other & ambient media, Outdoor, out-of-home, Packaging & design, Print - general, unspecified, Product sampling, Public relations, Radio & audio, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Goodday identified an opportunity in the overlapping consumption of chocolate milk and malt drinkers, for the brand to grow and expand further. However, the chocolate malt giant dominated 65% of market share, boosted by its street credentials as a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands