Kuala Lumpur, Malaysia – Fernleaf has partnered with Havas Malaysia to launch a new campaign supporting the introduction of its upgraded SmartGro™ formulation, aimed at children growing up in an increasingly digital environment.
The campaign highlights how modern childhood is shaped by digital learning, self-expression, and widespread access to technology. Fernleaf said the updated SmartGro formula is designed to support children navigating this environment while addressing parental concerns related to screen exposure and overall development.
The formulation includes Lutein, a nutrient associated with eye health and blue light filtration from digital devices. The product also contains DHA, high protein, high calcium, vitamins and minerals intended to support growth and development.
As part of the campaign, Fernleaf and Havas Malaysia produced a short film that serves as the creative centrepiece. The film features two siblings using their understanding of digital devices to help their mother locate her misplaced phone, illustrating how children increasingly apply technology to everyday problem-solving.
Lim Siew Poh, marketing director of Fernleaf, “Parents today are raising children who absorb, interpret, and create in ways we’ve never seen before. With SmartGro, we’re giving them a formulation that keeps up with that pace – supporting not just healthy growth, but smart growth for the world they’re stepping into.”
The campaign aims to position SmartGro as a product aligned with the needs of modern families raising children in a technology-driven environment.
“To translate these benefits into a story that resonates with today’s modern families, the campaign’s creative centrepiece is a film that positions SmartGro™ as the fuel behind today’s smart, tech-savvy children,” explained Donevan Chew, chief creative officer of Havas Malaysia.
