Staff Reporters
Jul 28, 2016

CASE STUDY: Getting milk into the Filipino adult diet

Zenith Optimedia and MRM helped Bear Brand get its powdered milk onto young adults' shopping lists, with the help of a TV phenomenon.

Background and aim

While milk is an extremely important source of calcium and other nutrients, it has been very difficult to convince adults in the Philippines to drink it. That challenge becomes even harder when it comes to powdered milk.

Nestlé-owned Bear Brand developed a high-calcium powdered milk product for adults, called Adult Plus. Knowing the challenges around getting working adults to drink mik, the brand sought a way to make the...

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