These Dairy Champ billboards will definitely make you look twice

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( – 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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