Campaign details

Brand: MARIGOLD HL Milk
Brand owner: Malaysia Dairy Industries
Lead agency: Mashwire Pte Ltd
Country: Singapore
Industries: Dairy products, fats, oils
Media channels: Online video, Social media, Websites & microsites, Word of mouth, advocacy

Executive summary

Despite a growing trend of Gen X diagnosed with high blood cholesterol levels due to demanding work schedules and sedentary lifestyles, consumers still associate heart problems and high cholesterol with old age, being overweight and being unhealthy.

Tasked to strengthen MARIGOLD HL Milk's leadership position with a re-launch of MARIGOLD HL Milk with Plant Sterols, the campaign needed to generate trials and purchases through raising the awareness of the importance of adopting a heart-friendly diet. Thus, our strategy was to reward consumers for sharing cholesterol awareness through contribution to a CSR effort.