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These Dairy Champ billboards will definitely make you look twice
13 Jan
(marketingmagazine.com.my) – By: Malati Siniah While I was driving down the highway yesterday I saw an out-of-home ad which made me take a second look.
Legendary musician Dato’ David Arumugam grinning at me from a teacup with his iconic afro hair reimagined as a frothy drink. As I looked at my side mirror I saw the infamous Dato Vida, our CMO speaker who I once interviewed turned into an ice kacang!
The unique new ads are part of a creative campaign for Dairy Champ the condensed and evaporated milk brand under Etika. The campaign which highlights the brand’s new tagline ‘Dairy Champ, Mesti-lah’, promotes the brand’s two of the key products, namely the Dairy Champ Tarik Lebih Buih Sweetened Creamer and Dairy Champ Evaporated Creamer.
These creatives are just the tip of the iceberg for the overall campaign. In the coming weeks we will see upcoming marketing campaigns which include in-store branding, out-of-home advertising, print, digital, TV and more.
Kudos to Etika and the agency behind the ad Dentsu LHS for its bold campaign and unique new ambassadors!
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On the table of Malaysia’s leading marketing, media and agency heads will be a well-worn book, an industry bible which has been bookmarked, highlighted and even had its pages torn out.
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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
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Campaign entries must have run between June 2024 to May 2025
