Anlene adds chocolate

ANLENE     FONTERRA BRANDS    ADVERTISING      PRODUCT     BONE NUTRITION

• Anlene launches Anlene Concentrate Chocolate
• TV campaign and in-store efforts support launch
• BBDO and OMD are the agencies involved
  

Malaysia - Anlene's launch of its Concentrate Chocolate product yesterday is being supported by TV commercials and in-store sampling.

The TV campaign runs for a year while in-store sampling is being conducted at all supermarkets, hypermarkets and convenient stores, and bone health checks are also ongoing.

BBDO is the creative force behind the campaign with Datuk Michelle Yeoh supporting as Anlene's brand ambassador. OMD handles all planning and purchasing across all media channels.

Anlene Chocolate Concentrate is an extension of the existing Vanilla-flavored Anlene Concentrate which was launched in August 2008.

"Drinking regular milk may not be enough, as research has shown that most Malaysian women are only getting 50% of their daily calcium requirements. Typically, Malaysians don't like the taste of ordinary milk. However, we aim to change that with the launch of Anlene Concentrate Chocolate," John McKay, general manager, Fonterra Brands (Malaysia), said.   

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