F&N Diaries launches campaign for new sweetened creamer

The campaign, in both Malay and English, will encompass TVC, online, retail, print and radio, propelling the message that drinkers can have calcium in their coffee and tea. While the product was launched last month with retail support, other elements were launched early this month.

Targetting Malay mothers, the media launch will be held this week. The TVC illustrates the theme of a strong ‘family tower’ and a tea-break, where the mother and father get their calcium intake, alongside their children’s drinks.

“We lose calcium every day and it’s something we’re not aware of,” Mazuin Zin, managing director at Lowe Malaysia, said. “F&N has made it easier for Malaysians to replenish it with High Calcium Sweetened Creamer. They are already using F&N creamers to make coffee or tea. So now all they need to do is switch to High Calcium.”

Lowe Malaysia is the agency of record for F&N Dairies’ sweetened creamers and evaporated milk in Malaysia. It was appointed early last year by F&N Dairies as the communications agency for its condensed milk, following the May 2010 appointment of the agency to handle its Teapot condensed milk.

“Nothing brings a family together like a drink at home,” Jauhar Munir, general manager marketing at F&N Dairies, said.

“In our case, it’s a family that has just moved into a new house. The kids have climbed on top of the dad and are placing books on a shelf. Once they are done, they all have a drink fortified with High Calcium lovingly prepared by the mother.”