Marketing Featured Southeast Asia

Milk brand Lactel appoints Kingdom Digital for social duties

Kuala Lumpur, Malaysia – Lactel, a milk brand based in France, has recently appointed Kingdom Digital to handle the company’s social duties for its Malaysian market, following a pitch concluded in June that three agencies vied for.

Through the appointment, Kingdom Digital will be increasing social media engagement and spreading awareness about the credibility and heritage of Lactel as a leading milk brand. Said work will start this December, and will last for a year of work.

“We’re focused on building trust with our consumers. There’s a need to increase regional brand awareness for our growing portfolio of top-quality products. Through Kingdom Digital’s social media strategy, we believe we can connect with consumers organically and make a meaningful impact as a lifestyle brand,” Lactate said in a press statement.

The company also added that the agency stood out with their strong, creative pitch and well-rounded teamwork. 

“Their consumer-centric and lifestyle-driven content strategy fit the kind of messaging we sought to put forward. Rather than a promotional or hard-sell approach, we aim to provide value in what is an integral part of our consumer’s everyday life — food,” they added.

Meanwhile, Mior Anwar, strategic planner at Kingdom Digital said, “Our consumer insights showed that yogurt plays multiple roles within the consumer’s lifestyle. Whether for the sake of health, satisfying a craving, or experimenting with recipes, it’s a versatile pantry item. Due to that, we wanted to emphasize how Lactel combines healthy goodness with convenience, making it a marvel addition to any meal, for any palate.”

Kingdom Digital has been winning several mandates this year, including mineral water brand Spritzer, Korean beauty brand MAKEHEAL, and Malaysian telco TIME dotCom, through its newest media subsidiary Rockstar Digital.

Sim Pei Xuan, senior digital content writer and Yee Sook Yan, digital art director at Kingdom Digital both further elaborated, “Lactel really is a mighty little marvel. We wanted to express how yogurt is one versatile ingredient that packs a punch full of nutritional benefits with endless possibilities to enjoy it. With a modern and minimalistic creative direction, alongside fresh and inspiring content, we are confident this approach will set the brand apart from industry competitors.”

Marketing Featured East Asia

Improved retail service top factor of Taiwanese’s high likability towards FMCG brands: study

Taipei, Taiwan – The fast-moving consumer goods (FMCG) scene in Taiwan has been majorly dominated by local-grown brands, with a greater inclination to dairy products and beverages, the latest data from Kantar’s Brand Footprint report shows.

Leading the list is homegrown brand I-Mei Foods, a well-known milk processor company in the country; followed by Kuang Chuan, another milk brand; and Fresh Delight, a beverage company. Coming up next on the list is local food production company Uni-President, dairy company Wei Chuan Lin Feng Yin, and dairy brand Chui Sui, which is part of the Uni-President company group.

Only two global brands made it as the top FMCG brand choice among Taiwanese, which includes Quakers, Kirkland Signature.

Such high preference to local brands, according to Kantar, can be largely attributed to the rise of retailers in the digital age in Taiwan, and coincidentally the top-three choice brands are well-known retailer staples. According to them, retailers drove growth in consumer purchases via a digital approach – apps, payments and CRM to link the consumer journey. This demonstrates that private labels are now able to meet consumers’ expectations and get the balance between quality and price right. In 2020 they were able to recruit and drive repeat purchases.

Uni-President’s beverage lineup CH’UN CHI CHA ranked as the top beverage brand choice in Taiwan, followed by local beverage brand Hey Song and Super Supau. Global beverage brand Coca-Cola followed suit, then Vitalon Ochaen, a tea beverage brand.

In terms of dairy and dairy substitute products, Kuang Chuan takes the lead, followed by I Mei and Fresh Delight. This is then followed by Wei Chuan Lin Feng Yin and Uni-President’s Chui Sui.

Kantar notes that the reason why Coca-Cola managed to be alongside local brands is due to Coca-Cola’s campaign in 2020 focusing on Taiwan’s cities using local languages to build strong engagement with consumers. 

I Mei also takes the lead in the food category ranking, followed by frozen foods manufacturer Laurel and food brand Uni-President, as well as potato chip brand Lay’s and local food brand TAI SUN.

In the health and beauty category, women sanitary brand Sofy takes the lead, followed by global sanitary brand Kotex and beauty brand Carnation (KNH). Toothpaste brand Darlie follows the list, and global hygiene brand Colgate. For the homecare category, on the other hand, global tissue brand Kleenex tops the list, followed by local tissue brand Andante and De Yi. 

“Brands won through agile adoption and disruption, catering to the growing demand for convenience and by accelerating innovation to win new consumers. In an era driven by data, Kantar is uniquely placed to connect the dots through the consumer journey and link everything back to real purchases to uncover your next growth opportunity,” said Jason Yu, managing director for Greater China Worldpanel Division.