The appointment comes just over a year after Arla launched in Vietnam with Milex, a children's powdered milk brand, and is part of the company's plans to take on more established international rivals Nestle and Dutch Lady and local giant Vinamilk, one of Vietnam's largest advertisers.
Bates141 landed the estimated US$1 million account for Milex after a two-month pitch involving WPP sibling Grey, the incumbent, and one other agency. Although unconfirmed, Arla's media planning and buying is expected to be through GroupM.
Arla’s Vietnam chief representative, Claus Pedersen, noted: We love Bates141’s understanding of the category combined with their strategic and creative thinking. The agency shares our passion and we look forward to a long-term strategic partnership.
Tue Nguyen, Bates 141 Vietnam's general manager, added: "We look forward to taking the Milex brand to a different level in such a cluttered category.
Fast population growth, a sharp rise in personal income and a Western-style influence on the diet, such as demand for skimmed milk and yoghurt among young urbanites, has driven fierce demand for dairy in Vietnam.
Arla picks Bates141 to spearhead Vietnam expansion
HO CHI MINH CITY - Scandinavian dairy producer Arla Foods has hired Bates141 to drive its advertising efforts in Vietnam as the company looks to expand in the country's highly competitive milk category.
