Milking market opportunity


Upbeat interplay: The video features an upbeat interplay of ballet dancers, hip-hop dancers and drummers to depict the combination of the goodness of milk, deliciousness of chocolate and the 10 beneficial nutrients that make up Goodday Charge.

CREATIVITY and innovation went a step higher when beverage company Etika Sdn Bhd rolled out its latest milk drink, teaming up with creative agency Dentsu LHS to invent the new brand as well as conceptualise and execute its launch campaign.

The product – Goodday Charge UHT chocolate milk drink – is another testament of the beverage maker’s move to push creative boundaries to interest consumers and meet their active lifestyles.

Commenting on the product and its campaign theme during its launch, Etika marketing vice-president Santharuban T. Sundaram says in line with the company’s stance to listening to consumers wants and in improving its products, it has combined the goodness of milk and energy for Goodday Charge.

“We are all about promoting a healthier and well-balanced diet and we are thrilled to announce the launch of this product and its benefits. The launch campaign’s theme centres around how Goodday Charge enables you to get a new form of energy from milk to charge you up. We feel this would resonate well with the active lifestyle of youths and young adults, as they go about their daily activities.

“Getting down to business, we collaborated with Dentsu LHS to challenge the status quo in the chocolate drink and milk category. With that, Dentsu LHS invented the brand name, designed the packaging and developed the advertising communications for the chocolate energy drink,’’ he adds.

Elaborating on how the campaign came about, Dentsu LHS group brand director Liew Mun Tip tells StarBizWeek: “Etika has always been an innovator and they did it again by developing a great product packed with nutrients, with the unique promise of getting energy from milk. It brings together the goodness of milk, the delicious taste of chocolate and the fortification of MultiPRO – a unique formula of protein, calcium, vitamins A, B1, B2, B6, C, D, Iodine and Niacin.

“Having had many conversations with Etika, we agreed that while it is wonderful to have a great, innovative product in hand, the agency needed to do more to cut through the clutter of a saturated milk marketplace where there are entrenched brands present there too.

“In this regard, what’s equally important is to have a differentiated brand positioning in order to market the product well. Moreover, ready-to-drink “energy milk” products are few and far in between in the Malaysian market, if any at all. So, the opportunity was there for us to milk, no pun intended.”

Santharuban: We have combined the goodness of milk and energy for Goodday Charge.
Santharuban: We have combined the goodness of milk and energy for Goodday Charge.

Furthermore, Liew says she saw the product’s potential to stand out from a sea of sameness by positioning milk as trendy and energetic, on top of being nutritious.

Hence, working with Etika, she notes the agency named the new milk variant Charge and gave it a trendy packaging design, and later created a fresh angle to communicate the nutrition credentials of the product. In other words, Goodday Charge is here to disrupt, Liew stresses.

Dentsu LHS also came out with a creative video commercial as part of the product’s integrated campaign in line with the energetic and trendy vibes of the product. The video features an upbeat interplay of ballet dancers, hip-hop dancers and drummers to depict the combination of the goodness of milk, deliciousness of chocolate and the 10 beneficial nutrients that make up Goodday Charge.

The integrated campaign runs across various media, including newspaper cover wraps, which come with a fitness resistance band, as well as ads on social media, websites, out-of-home and radio.

Sharing more details on the process in developing the campaign, Liew says it took about 10 months from brand invention to rolling out the campaign. “There was a lot of work and research done to ensure the brand and campaign send across the right messaging with the right personality.

“We worked hand-in-hand with Etika for the development of the brand right from the beginning – from inventing the name for the product, designing the packaging to developing and executing the launch campaign. It is a process of co-creation, whereby a trusting partnership, like what we have with Etika, is necessary to create a strong brand,’’ she explains.

On the uniqueness of the campaign compared with its competitors, she says in a market full of entrenched brands, Dentsu LHS and Etika are challenging the status quo with a new and innovative product – milk fortified with energy.

“That said, we want to make Goodday Charge active and trendy to reflect the high energy young people today need. This campaign successfully turns the stereotyped imagery of milk from being “kiddish” to being cool, energetic and strong, poised to challenge the street credentials that other chocolate drink brands have as they lack the nutrients and rich taste of milk.

“Thus, the campaign has given the milk category a boost, and at the same time, has brought about a new unique selling proposition in the chocolate drink category – a new delicious chocolate milk with a new form of energy.” Liew remarks.

 


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