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

1 day ago

Campaign Crash Course: How to maximise DOOH returns

Digital out-of-home media buying is becoming more common and accessible across Asia. So how does it fit with an omnichannel strategy and how can you measure its returns?

1 day ago

Raya film festival: Watch ads from Julie’s, ...

This year’s top prize goes to snack brand Julie’s, whose ad turned Raya stereotypes on its head and will be remembered for years to come.

1 day ago

TikTok to marketers: Go native and multigenerational

The platform enlisted KFC at NewFronts in the US to persuade advertisers to spend on TikTok.

1 day ago

Uninformed consent, addiction among persistent ...

CAMPAIGN360: Around 170,000 children go online for the first time every day, but the industry has yet to find a way to build their trust and target them safely.