Anmum Essential Gold (AEG) has partnered with Havas Malaysia to unveil a new campaign marking the launch of its improved formulation, designed to support healthy and smart children in today’s ever-connected digital age.
As one of the fastest-growing challenger brands in the paediatric nutrition category, AEG delivers a carefully balanced combination of essential nutrients that support brain development, IQ, and memory – benefits that remain central to the brand’s premium formulation and long-standing trust among parents.
The upgraded product now offers an additional layer of support with Lutein, a clinically recognised ingredient that helps protect children’s eyes from the negative effects of blue light exposure – an increasingly relevant need as screen time becomes a part of everyday learning and play.
Bringing the idea to life is a heartwarming film centred around a simple yet meaningful moment: when a mother misplaces her bracelet in the garden, her young daughter comes up with a creative way to use her device and notices a small detail in the grass that allows her to find it.
Instead of portraying digital devices negatively, the story highlights how technology, when combined with creativity and curiosity, can be part of positive learning experiences and support child growth. Additionally, the campaign expands across retail outlets with adapted key visuals.
The campaign also leverages the specialised capabilities of Havas Health to engage healthcare professionals and medical channels, strengthening trust and scientific endorsement for the new formulation.
Speaking about the campaign, Siew Poh Lim, Marketing Director of the brand, shared,” 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.”
“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,” explained Donevan Chew, Chief Creative Officer of Havas Malaysia.
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