The incumbent agency for Happydent was BBH Singapore, and Alpenliebe was previously handled by McCann Indonesia.
Each of the three brands targets a different market segment, said Damon Hakim, CEO of Red Communication. “The approach is to find a ‘cue’ for brand recall," he said. "Since it is an impulsive product, it is important to have a consistent single message across media and pin it in the mind of our consumers, so the cue is recalled in the purchase environment.”
A senior brand manager for Perfetti Van Melle said the brand chose the agency based on its past performance and its proven track record with other clients.