Moozi and Dentsu Redder are redefining engagement with Gen Alpha for the relaunch of its children’s milk range through Mooziland, Vietnam’s first branded Minecraft universe that transforms brand discovery into an immersive, playable experience.
As today’s children increasingly spend their time inside interactive gaming worlds where they create, explore and participate, Moozi became part of them.
Mooziland transformed Moozi’s seven milk flavours into seven interactive islands inspired by Australia’s diverse ecosystems. Across a seven-week adventure led by Minecraft creator TOGA and gaming influencers, children explored new islands, completed quests and uncovered discoveries each week, while a nationwide Moozi Fest extended the experience into the physical world, where thousands of children explored the islands and met the brand in person.
As children explored Mooziland, the world’s Australian-inspired environments naturally introduced the brand’s Australian origin, premium ingredients and quality credentials to mothers, allowing both audiences to connect with the brand through a single shared experience.
Thanh Thuy, Associate Marketing Director, VitaDairy Vietnam, commented, ” We wanted to create something children would genuinely love exploring, while giving mothers the not only in the quality and values behind our brand, but also in an experience that it was a safe, trusted and meaningful environment for them to do so. Dentsu Redder immersed themselves in our brand and invested in understanding today’s children, the expectations of mothers, and the role Moozi plays in their lives. That deep audience understanding with thoughtful creativity helped us establish a brand experience that reflects who Moozi is today and the brand we aspire to become.”
Dat Hilton, Associate Creative Director, Dentsu Redder commented, “Curiosity and discovery sit at the heart of Moozi’s brand, and that gave us a powerful creative foundation to combine imagination, technology and storytelling in ways that continue to redefine what’s possible for children’s brand experiences. Moozi embraced that shift from the very beginning, allowing us to build an experience that could earn a place in children’s lives while giving parents every reason to feel confident in the brand behind it.”
The campaign delivered strong commercial and engagement results for the campaign period running from April to July 2026. Mooziland generated over 53 million impact views and 700,000 engagements, while creator livestreams reached 4.6 times the platform benchmark at peak concurrent viewership.
Commercially, the campaign also drove 30% growth in total channel value.
By building an owned platform rather than a one-off campaign, Dentsu Redder created a brand experience for Moozi that can continue evolving with new adventures, content and community engagement long after the initial launch, demonstrating a new approach to how brands can build lasting relationships with Gen Alpha.
