Jenny Chan 陳詠欣
Nov 5, 2014

Anchor milk also 'comes out' after Tim Cook

SHANGHAI - When Apple CEO Tim Cook publicly came out at the end of October, saying he was “proud to be gay”, the buzz on China's social media platforms was overwhelming, and Anchor milk (安佳牛奶) jumped on the hot topic.

Many netizens acknowledged that choosing to reveal personal sexual preference is more likely to be respected today than in earlier years within China, and admired Cook’s courage to 'be real'.

The brand took the opportunity to boast about the 'realness' of its milk product within 24 hours of Cook’s news. It posted an article on WeChat and Weibo titled ‘Dare to be the real you; we salute courage.’ The goal was not only to pay a tribute to Cook, but reiterate Anchor's brand promise.

The core message was designed to counteract a market bias that milk must be thick and creamy to offer nutrition. Anchor's stance is these measures are no guarantee because the qualities could just as easily come from added emulsifiers or other chemicals.

As an imported milk brand entering China's premium UHT market in August 2013, Anchor milk faced consumer doubts because it tasted 'light', and was overshadowed by past milk advertisements claiming only thick and creamy milk is more nutritious.

However, the New Zealand brand said it is proud to be in the minority, just like Cook, in an attempt to strike a chord with milk-drinkers.

"Because our cows eat more grass instead of fodder,” the brand explained.

Topics

Related Articles

Just Published

9 hours ago

How FMCG giants defied Covid downturn to up ...

Unilever, Kraft Heinz, Mondelez, RB, P&G and Diageo all boosted investment.

9 hours ago

WPP, Publicis and Unilever back industry-wide plan ...

In the UK, AA, ISBA and IPA-headed Ad Net Zero held its first supporters' meeting.

10 hours ago

Indian media industry bodies face-off against ...

While the Indian Newspaper Society is demanding a greater share of ad revenues from Google, the IAMAI is upset with looming regulation for video streamers.

13 hours ago

Creativity is key to driving sustainable living

SPIKES ASIA X CAMPAIGN: Active consumer demand for sustainable living is lagging regulations and technology, and this is an opportunity for the creative business to make a real, positive impact.