Gazelle rolls out 40th anniversary campaign for Vitagen

Vitagen has appointed Gazelle Activation, a subsidiary of shopper360,  as its activation agency. 

Gazelle helped Vitagen run its media launch event and also developed a highly engaging on-ground idea for Vitagen’s 40th Anniversary to bring to life Vitagen’s promise of promoting good gut health. 

The VITAGEN A-MAZE-ING Challenge was conceptualised and executed recently at IOI City Mall, Putrajaya and Queensbay Mall, Penang, with one more event in Johor next month. 

The Challenge showcases a life-sized maze, the first of its kind to be seen in mall concourses. 

The challenge features a maze shaped like the Vitagen bottle. 

Guests are invited to “navigate their way to better gut health” by walking through the maze. 

Once completed, guests have the opportunity to obtain free Vitagen using the interactive vending machine, as well as have their photo taken and imposed on a Vitagen backdrop  with the use of AR technology. 

Jay Queen, Marketing Manager of Cotra Enterprises, told MARKETING, “We have been working with shopper360 for many years for their in-store media capabilities. With their expansion to offer on-ground activation through Gazelle Activation we have been able to embark on some new projects together, including our Vitagen A-MAZE-ING Challenge. The roadshow helped us enforce our brand promise of getting our customers to be good to their guts as we celebrate 40 years of championing this.”

May Kim, General Manager of Gazelle Activation shared, “We formed Gazelle Activation to help us reinforce our shopper 360’s total shopper marketing solutions where we bring activities from on-ground, in-store to online. We have had great success working alongside Cotra to create the Vitagen maze and we anticipate we will be rolling-out many activation projects like this in the future.”

The next Vitagen A-MAZE-ING Challenge at AEON Tebrau City in JB is on 9-12 November. 

Check out the video: HERE

Vitagen, made by Malaysia Milk, is the first cultured milk drink in the Malaysian market and has been around for 40 years. Cotra Enterprises is a subsidiary and the trading arm of Malaysia Milk. 


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