Anmum Materna: Celebrating the language of love
Diday Alcudia
Campaign details
Brand Owner: Fonterra PhilippinesLead agency: Dm9 Jayme Syfu/ Di9it DM9 InteractiveBrand: Anmum MaternaCountry: PhilippinesIndustry: Milk and dairy drinksMedia: Internet - generalBudget: Up to 500k
Market background and cultural context
Anmum Materna is the country's leading maternal milk. However the business has been experiencing flat growth, and the brand's market share has been declining in the past years. A significant segment of pregnant moms opt to drink regular milk because they think that "milk is milk" and...