Kuala Lumpur, Malaysia – Ogilvy Malaysia has been appointed by Lactalis, the French dairy giant, to lead the brand revitalisation of its iconic dairy brand, Lactel. The partnership will commence in mid-August and involves an integrated brand campaign aimed at re-establishing these beloved brands in the Malaysian market.
Following the acquisition of Bliss and the whole range of drinking and spoonable yoghurt, Lactalis currently faces the challenge of becoming a top-of-mind brand in the highly competitive yoghurt category.
Despite introducing innovative products, driving penetration remains a hurdle due to insufficient brand awareness. Hence, it is crucial for Lactalis to not only continue its innovation streak but also generate significant excitement around these new introductions. By doing so, the aim is to enhance their brand visibility, establish a strong market presence.
Moreover, the win showcases Ogilvy’s strengths in understanding Malaysian culture and consumers, as well as its proven ability to build brands that stand the test of time. This partnership is a testament to Ogilvy’s creative excellence in delivering breakthrough solutions that resonate with Malaysian audiences.
Lactalis’ decision to partner with Ogilvy comes at a time when the dairy category in Malaysia is brimming with untapped potential. As a market leader, Ogilvy sees this as an opportunity to not only drive brand success but to help Lactalis navigate this new chapter.
For the agency, the opportunity to work with Lactalis, a company that has a purpose for ‘nurturing the future’ and shares their commitment to innovation and quality, has brought a renewed sense of excitement and to the team.
Joselynn Lim, marketing and innovation manager at Lactalis, said, “We are thrilled to be partnering with Ogilvy, an agency that shares our commitment to innovation and understands the Malaysian market. We look forward to working together to re-establish Lactel and create space for the dairy products as we expand in to the dairy segment in Malaysia.”
Meanwhile, Michelle Ong, executive group director at Ogilvy Malaysia, said, “Malaysia is on a health transformation journey, and we at Ogilvy are beyond excited to partner with Lactalis. With their wide range of products, an exciting innovation pipeline, and a deep commitment to Malaysia, we have all the ingredients to lead this transformation together.”
