ASIA-PACIFIC – KUALA LUMPUR, MALAYSIA, OCTOBER 11, 2010– BBDO/Proximity Malaysia brought home two medals at the 2010 Malaysia Effies Award for two of its campaigns for Fonterra brands. Milk brand Fernleaf’s “Mother’s Love” campaign won Silver, while Solivite’s “Active Body, Active Mind” bagged a Bronze.
“Winning the Effie is the right kind of testament of our abilities especially since this year’s Effies was extremely stringent. Only the most effective campaigns made the shortlist. The Effies is the most important recognition for our clients, and now increasingly for us as well,” said BBDO/Proximity Malaysia’s Strategic Planning Director Amit Sutha (pictured).
BBDO’s Silver-winning Fernleaf is a testament for how one of the oldest milk powder brands retained mind share in an ever-evolving brand category. Most milk powder brands attempt to differentiate through its product formulations. But by leveraging on BBDO’s insight “appreciation from loved ones keeps mom going”, Fernleaf appealed to moms on an emotional level.
Before its Bronze-winning campaign, Solivite was a small player that struggled to stand out in the cultured milk category. Going above and beyond the digestive and physical health benefits, BBDO/Proximity impressed customers by honing in on moms’ desire to have both physically active and mentally alert children. The campaign that revolved around the idea that “an active body jumpstarts an active mind,” impressed customers — immediately jumpstarting sales and brand measures.
“The effectiveness of both campaigns definitely stems from the fact that BBDO and Fonterra’s relationship is based on trust and understanding. BBDO/Proximity strives to understand Fonterra’s business by regularly investing in research, planning and insight,” Sutha said.
Based in New Zealand, Fonterra is the world’s leading exporter of dairy products.
