These Dairy Champ billboards will definitely make you look twice



( – 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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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.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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