Milk producer builds teen following

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