Kowloon Dairy has been a client of Leo Burnett since 2004. Industry sources said the brand initially called a pitch a few months ago but later called it off and engaged Alchemy as its new brand and communications AOR. The change took effect two months ago.
A Leo Burnett source said the agency switch was due to management changes at Kowloon Dairy, which wanted to try out another agency.
Alchemy's first project was for the Mochi Ice dessert product, with another campaign for the company's chocolate milk coming up next.
The Mochi Ice campaign was conceived and executed by Alchemy, which centred it around a Facebook game where consumers could debate whether the servings of Mochi Ice in the traditional two-serving package taste identical or different.
Print and online media are used to direct traffic to the Facebook poll, while key opinion leaders are also tapped to create viral buzz.