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.
