Dairy brand Lactalis picks new creative agency in Malaysia

French dairy brand Lactalis has picked Ogilvy Malaysia to lead the brand revitalisation of its dairy brand, Lactel.

The partnership involves an integrated brand campaign aimed at re-establishing the brand in the Malaysian market, the agency said in a statement. 

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, it said. 

Don't miss: Ogilvy Malaysia appoints new director of social

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, said Ogilvy. 

"We are thrilled to be partnering with Ogilvy, an agency that shares our commitment to innovation and understands the Malaysian market. We look forward to working together to reestablish Lactel and Bliss and create space for the dairy products as we expand into the dairy segment in Malaysia," said Joselynn Lim, marketing and innovation manager, Lactalis.

"Malaysia is on a health transformation journey, and we at Ogilvy are beyond excited to partner with Lactalis. With their wide range of products, an exciting innovation pipeline, and a deep commitment to Malaysia, we have all the ingredients to lead this transformation together," added Michelle Ong, Executive Group Director, Ogilvy Malaysia.

Lactalis' decision to partner with Ogilvy comes at a time when the dairy category in Malaysia is brimming with untapped potential. Ogilvy said that it sees this as an opportunity to not only drive brand success but to help Lactalis navigate this new chapter.

The news comes shortly after Ogilvy Malaysia appointed Fiona Jitab as its new director of social. In her role, Jitab will be reporting to Q Akashah, managing director, PR and influence, social, Ogilvy Singapore and Malaysia. 

Jitab rejoins Ogilvy in Malaysia after a two-year stint at Ogilvy Bangkok where she was the regional digital conversation strategist. 

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