Campaign details

Brand: Krem-Top
Brand owner: Alaska Milk Corporation
Lead agency: TBWA\Santiago Mangada Puno
Country: Philippines
Industries: Milk & dairy drinks
Media channels: Events & experiential, Outdoor, out-of-home, Point-of-purchase, in-store, Product placement, Product sampling, Radio, Social media, Television
Budget: 1 - 3 million

Executive summary

For Filipino millennials, personal taste comes first. That's what Krem-Top, the #2 brand in the coffee creamer market, used to combat the challenge they faced – the decline of the category (including creamer giant Coffeemate) due to the growth of 3-in-1 coffee.

How do you grow in a declining market? You grow in width. With the growth of 3-in-1 coffee there's an opportunity for its users to add creamer to their coffee. Upon seeing potential value, we tapped this segment. All we had to do was to make them see that there's a more delightful coffee experience with Krem-Top's superior taste, creaminess, richness, and aroma.