Client: Ooredoo Agency: Mango Advertising
Acc Lead: Nwe Ei Creative Leads: JJ Moreno Artists: Myint Lwin Bo + Zaw Hlaing Oo
Production House: Artisa Film Director: Lynn Padetha
In Myanmar, 3 out of 5 kids aged 5 to 12 would start their day with an energy drink rather than a glass of milk. And across all ages, milk had low consumption nationwide due to the cleanliness of local bagged milk available and a well-known school poster that had educated students for decades about everyday food combinations that can lead to health problems or even death. There were many milk combinations on the poster which created a stigma against milk. To help solve the cow milk stigma and change kids’ consumption habits, Dutch Lady had to take a step back by focusing on building the benefits of the milk category while myth busting health information that maybe false.
The line ‘Strong kids drink milk’ with the key visual demonstrating a flow of milk crafting the shape of a muscle of a school kid made our purpose clear for parents. Even if the campaign talked for milk brands on a whole, Dutch Lady needed milk to become a regular habit for the benefit of the next generation in Myanmar and make parents more aware of quality consumer for their children. Dutch Lady now champion the space for quality standard dairy and the ‘Strong Kids Drink Milk’ became iconic with other milk brands mimicking the style years later and a growth in milk drinking required partner stores to fill aisles with milk rather than small sections next to soft drinks.
