Kuala Lumpur, Malaysia – Paediatric nutrition brand Anmum Essential Gold (AEG) has partnered with Havas Malaysia to launch a new campaign marking the introduction of an updated product formulation aimed at supporting children’s health and development in a digitally connected environment.
Positioned as one of the faster-growing challenger brands in the paediatric nutrition category, AEG’s formulation combines essential nutrients intended to support brain development, IQ, and memory. These benefits remain central to the product, which has established trust among parents over time.
The updated formulation now includes lutein, a clinically recognised ingredient that helps protect children’s eyes from the potential effects of blue light exposure. The addition addresses growing parental concern as children increasingly spend time on digital devices for both learning and entertainment.
The campaign is anchored by a film that depicts a mother misplacing her bracelet in the garden and her daughter using a device to help locate it. By noticing a small detail in the grass through the device, the child ultimately helps find the lost item.
Rather than portraying digital devices negatively, the film focuses on how technology can be used creatively and support learning experiences when paired with curiosity and problem-solving. The campaign will also extend to retail outlets through adapted key visuals.
The initiative also draws on the specialised capabilities of Havas Health to engage healthcare professionals and medical channels, aiming to reinforce trust and scientific credibility for the updated formulation.
Speaking about the campaign, Siew Poh Lim, Marketing Director of the brand, said, “We’ve always focused on supporting children’s healthy growth with trusted, science-backed nutrition. As digital devices become a normal part of children’s everyday lives, it’s natural for parents to be more aware of how screen time can affect their development.
This new formulation and campaign show how we are evolving with today’s families -addressing real parental needs by continuing to provide the nutritional support they trust. By highlighting the benefits of Lutein for eye protection to complement core cognitive development, we hope to give parents greater confidence in supporting their children’s growth and learning journey.”
Meanwhile, Donevan Chew, Chief Creative Officer of Havas Malaysia, added, “It’s just amazing how quickly kids in the digital age can get around devices. So instead of portraying digital devices as the enemy, we created a story where the device itself became the tool for a child’s creative problem solving.”
