KLIM: Good night milk powder – their late-night masterpieces

KLIM, an adult milk powder brand, increased brand awareness and online sales in Taiwan by using long and short YouTube ads to position its product as the solution for insomnia.

Campaign details

Brand: KlimAgency: Zenith Media / OgilvyCountry: TaiwanAward: Media innovation 

Background & context

As the leading brand in the adult milk powder market, KLIM has the most complete product line from children to the older generation. For consumers, KLIM represents the milk powder. Yet, to survive the changes of generations, it is critical for KLIM to continually build the brand consensus and recruit new users.

Through a consumer study, KLIM successfully identified the unsatisfied need for "having a good sleep" in the milk powder market. As a result, “KLIM Good Night Milk...

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