Friso releases catchy jingle and partners dadfluencer in fun gut health campaign

Nutrition formula milk brand, Friso is looking to promote the gut health of children through music and movement with its new campaign, #MovetoGoodPoop.

As part of the campaign, Friso partnered with preschool multi-sports enrichment provider, Tiny Mountains, to create a song titled "Good Poop Matters" to encourage kids and parents alike to stay active for better digestive health.

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The catchy tune, complemented with simple and fun dance moves, teaches young children about the digestion journey in a simple and playful manner.

This marks the fifth edition of Friso's "Good Poop Matters, Baby!" national campaign, which emphasises the importance of a well-balanced diet, exercise, and sufficient rest in achieving good gut health for children.

With sedentary lifestyles becoming increasingly common among young children, Friso is focusing on raising awareness about the role of regular exercise in maintaining a healthy digestive system for little ones, it said in a statement. 

It added that research indicates that exercise plays a vital role in stimulating digestion and preventing constipation, by aiding in the movement of digested food through the intestines. Therefore, encouraging regular exercise through play can contribute to promoting good gut health and overall wellbeing in children.

“Friso firmly believes in the importance of a natural approach to good digestion for young children," said Carmen Lim, brand and digital manager at Friso Singapore. She added that nurturing happy, healthy kids extends beyond nutrition; it encompasses quality sleep, movement, and a balanced diet. 

"As a brand, we're committed to empowering parents with the knowledge and resources they need to raise resilient and thriving children, ensuring they have the best start in life," Lim said. 

Heading up the campaign in Singapore is brand ambassador and dadfluencer Derrick Hoh.

In his role, Derrick will collaborate with Friso to curate a series of engaging content, drawing from his own parenting journey and offering valuable tips to fellow parents of young children.

Since joining forces with Friso, Derrick has been candidly sharing his personal experiences, including documenting his 18-month-old daughter Nori's journey with Friso formula milk.

"As a father, I want to provide my child with the best start in life, which includes ensuring her gut health is well-nurtured. It's a privilege to be appointed as Friso's brand ambassador, as their commitment to supporting families to raise happy, healthy kids aligns perfectly with my own parenting values," said Hoh. "I hope to use this opportunity to use my platform to explore fun and engaging ways to drive awareness of the importance of good gut health in young children."

In addition to the catchy jingle, Friso is bringing back its Friso Good Poop Advisory Panel. This year's panel includes registered dietitian Sherllie Kartika, preschool sports enrichment provider Tiny Mountains co-founders Titus Ting and Theophilus Lim, and Friso's latest brand ambassador, local singer-songwriter Derrick Hoh.

Together, they will be emphasising the relationship between diet, movement, and gut health and highlighting the  importance of active play in children's daily lives.

Aside from Friso SG taking on a musical approach to their campaign, Indomilk Steril has recently launched its first AI-generated campaign "Click to get Riil" featuring Indonesian singer-songwriter Ariel and special edition packaging.

With this step, Indomilk Steril aims to emphasise the accessibility of quick, delicious and energising refreshments for young adults.

As part of the campaign, the brand will be releasing 12 interactive special edition packs featuring plain and honey flavours of Indomilk Steril. Each edition will capture moments and occasions and invite consumers to immerse themselves in video calls with Ariel using AI technology.

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