F&N Dairies appoints Lowe Malaysia for Tea Pot brand

Lowe will be tasked with the brand rejuvenation of F&N's Tea Pot brand's condensed and evaporated milk.

Tea Pot, which holds the number two position in the condensed milk category, was launched over 30 years ago and remains a firm Malaysian favourite for both in home and off-premise consumption. The brand was acquired from Nestle Products three years ago.

"Tea Pot is a strong brand, entrenched in the hearts of Malaysians. It's the right time to rejuvenate the brand, as we have ambitious plans for it. There are also plans to introduce line extensions for different and unmet market needs," commented Tony Lee, chief operating officer of the Dairies Division at F&N Holdings.

Lee added: "We need a strong creative partner who can deliver high-value brand building to realise our ambitions. Lowe's strategy is business-focused and in sync with our brand's premium image. Lowe is the right fit for Tea Pot, and for us."

Lowe Malaysia managing director Khairudin Rahim said that while the condensed and evaporated milk categories are competitive, it still offered opportunities to clearly differentiate brand positioning and messages.

He said: "We'll be taking this approach across all contact points and across all disciplines - advertising, word-of-mouth, branded content, digital and promotional platforms. We have great chemistry with F&N Dairies, and look forward to be working with such a premier, home grown Malaysian brand."