Friesland extends line for leadership

<P>Friesland Foods Foremost has launched a new high-calcium milk and yoghurt line to strengthen its leadership of the country's UHT milk segment.</P> <P>Named Foremost Calcimex Beautiva, the product comes in two forms: zero per cent UHT and zero per cent fat cup yoghurt, in either aloe vera with grape or mixed fruit with orange flavours.</P> <P>The marketing campaign accompanying the new product launch has been developed by Leo Burnett Thailand, and features VJ and actress Nadia Nimitrvancih. Executions include TV, print and POP work.</P> <P>"The Calcimex Beautiva campaign connects with Thai women because it is underpinned by the truth that beauty is more than skin deep," said Burnett MD Damian Coren. "With Nadia as our spokeswoman, we found a way to express beauty in a fresh, open and honest way. Clearly, consumers like the spot, too - after only four days on air, we have 495 downloads from a local consumer-generated website."</P> <P>The Calcimex Beautiva extension targets consumers younger than that of the parent Calcimex line, focusing on university students and first jobbers who are both health- and beauty-conscious.</P> <P> </P>