Frisian Flag Milky: Mobile mini-game

Frisian Flag Milky, a milk brand, launched a campaign in Indonesia to increase awareness of characters, Zuzhu and Zazha, and build preference for the brand by conveying emotions of fun and enjoyment.

Campaign details

Brand: Frisian Flag MilkyAgency: mSixandpartnersRegion: APAC

Strategy

Objective

With close to 280 million inhabitants and considering 26% of the population is under the age of 14, the children market is particularly large in Indonesia: 72.8 million potential consumers. This represents a massive opportunity for Frisian Flag Milky but equally a challenge given the strong competition it faces from other brands in the RTD market for kids.

To differentiate itself from other players in the market and be more relevant towards kids, Frisian Flag Milky created two fun and attractive characters, Zuzhu & Zazha....

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