MILKLAB looks to grow presence across Asia with WE! Interactive partnership

Australian company Noumi has appointed WE! Interactive to handle social media duties for its premium brand MILKLAB in Indonesia, Malaysia and Singapore. This partnership aims to leverage WE! Interactive’s capability in creating market-specific campaigns designed to engage varied audiences.

MILKLAB is positioned as a leading plant-based milk brand in Australia, tailored for baristas, offering milk alternatives enhancing coffee's flavor and texture. The brand is known for its quality, gaining popularity amongst cafes and coffee professionals.

The collaboration seeks to enhance MILKLAB's brand visibility and engagement in Southeast Asia, aligning with the increasing consumer interest in plant-based products and sustainable business practices.

Don't miss: Indomilk taps K-Pop group SEVENTEEN to promote new Korean milk series 

Serge Costi, GM of marketing of MILKLAB said, “We are proud to partner with WE! Interactive to focus on driving digital and social marketing excellence across Indonesia, Singapore and Malaysia. MILKLAB is a premium brand enjoyed by baristas around the world wherever specialty coffee is enjoyed, and we are looking forward to making this reputation known as we expand across Southeast Asia.”

As the designated social media agency, WE! Interactive plans to implement tailored strategies for each market, focusing on raising brand awareness and building connections with coffee professionals and consumers.

Matthew Lim, CEO of WE! Interactive, highlighted the shift in consumer preferences towards experiences that reflect values like sustainability, innovation, and quality. Lim pointed out that MILKLAB’s products align with these demands, and WE! Interactive is eager to collaborate with a brand sharing its commitment to innovation and sustainability.

"Today’s consumers seek more than just functional products—they demand experiences that align with their values of sustainability, innovation, and quality. MILKLAB’s exceptional plantbased offerings not only meet this demand but also delight with taste, having earned the top spot among baristas in Australia. We are proud to partner with a brand that mirrors our commitment to driving meaningful change through innovation and sustainable practices.

Photo courtesy of MILKLAB, Instagram.

Related articles: 
Digital agencies We! Interactive and KalaystM call quits on merger  
Digital agency We! Interactive merges ops with KatalystM  
Indomilk invites young adults to drink milk with first-ever AI campaign