Ogilvy Malaysia has been appointed by Lactalis to lead the brand revitalisation of its iconic dairy brand, Lactel. The partnership started in mid-August and involves an integrated brand campaign aimed at re-establishing these beloved brands in the Malaysian market.
Following the acquisition of Bliss and the whole range of drinking and spoonable yoghurt, Lactalis currently faces the challenge of becoming a top-of-mind brand in the highly competitive yogurt category. Despite introducing innovative products, driving penetration remains a hurdle due to insufficient brand awareness. Therefore, it’s crucial for Lactalis to not only continue its innovation streak but also generate significant excitement around these new introductions. By doing so, the aim is to enhance their brand visibility, establish a strong market presence, and ultimately become a household name in the yogurt category.
Lactalis’ decision to partner with Ogilvy comes at a time when the dairy category in Malaysia is brimming with untapped potential. As a market leader, Ogilvy sees this as an opportunity to not only drive brand success but to help Lactalis navigate this new chapter.
