Southeast Asia: Magnolia gains first-to-market edge

The roll-out is supported by a television-led campaign stressing both the innovation and goodness of the product, which combines fresh milk and fresh fruit juice.

Fruit Milk is the only milk brand in the market that combines fresh milk with real fruit juices and does not use preservatives or artificial colouring agents. Its positioning is low-fat, high-calcium milk that is fun and tasty; 'More than milk' is aimed at children and adults of all ages.

The launch campaign will be phased in over three months, with outdoor and in-store promotions to support the TVC

Said Leo Burnett account director Kwan Weng Hung: "For this new sub-category, Magnolia decided to break free from typical milk ads. The challenge was to do something fun to explain that the milk tastes like mango, without using the word 'flavoured' because it has real fruit juice in it.

"The aim also was to communicate that the beverage is a mixture of fresh milk straight from the cow and fresh fruit juice straight from the tree, without resorting to a literal explanation of pouring fresh milk and fresh fruit juice into a glass at the same time."

The milk category has not seen much innovation, according to Tsai Tse Sing, marketing manager of F&N Foods, which markets Magnolia.

Magnolia Lo-Fat Hi-Cal Fruit Milk started retailing at all supermarkets, convenience stores and general retail outlets last month.

Magnolia's milk portfolio comprises Magnolia Fresh Milk, Magnolia Low Fat High Cal Fresh Milk, Magnolia High Calcium UHT Milk and Magnolia SuperSlim UHT Milk.