Milk producer builds teen following

HONG KONG: Kowloon Dairy has moved away from the usual dairy products target market of mothers for its new Ovaltine Slimilk product. The Slimilk campaign, which also features its Ovaltine Ice-cream launched last year, is targeted at teens, who tend to replace milk-based products with carbonated drinks during adolesence. Kowloon Dairy's sales and marketing department manager, Frenda Wong, said the company chose to run an illustrated campaign as this appealed to Hong Kong teens. M&C Saatchi developed the campaign, which it anchored in a series of eight daily situations. In each execution, a teenager is prevented from enjoying his or her milk because of an everyday circumstance such as playing mahjong with grandmother, class duty at lunch break or going to market. This prompts the teen to ask: "Why is there always something that stops me drinking Kowloon Dairy Milk and eating ice-cream?" Siu Hak, the illustrator on the recent San Miguel Light campaign, was roped in help build a teen following for the two products Kowloon Dairy has licensed from Novartis. M&C Hong Kong chief executive, Ian Thubron, said: "It stands out not because it's wacky but because of its relevance to the target audience." The print campaign has been extended to outdoor such as the MTR train compartments. In line with the MTR's policy prohibiting eating and drinking on its trains, Thubron said ads had been tailored to fit the medium, while still conveying the same idea.

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