NZ Milk launches brand extension for adult market

"Usually, the promotions begin in late September or early October, said Richard Chen, senior account executive at FCB, which developed the campaign.

The brand extension is Fernleaf Hi-calcium, Low-fat Milk Powder with DR-10 bifidus, a bacteria, which is claimed to benefit the digestive tract.

Taiwan's powdered milk market is considered to be a mature one, with products for the entire family. The category traditionally sees sales peak in winter as hot beverages are believed to ward off chills. While cultured powdered milk products are not new in Taiwan, the campaign associates Fernleaf with the milestones people typically pass through in their lives.

The 30-second TVC presents a series of 'firsts' in a woman's life - her first role in a school play, her first job offer, her first romance and her first assurance of health, all of which is encapsulated in the tagline: 'The firsts in life can never be surpassed'.

FCB said it was the first time the client used an emotional approach, contrasting sharply with rivals, which played up product features.