VITAGEN appoints TGH Collective for social duties

Malaysia Dairy Industries has selected TGH Collective to handle social media duties for the less sugar cultured milk drink, VITAGEN, for a year effective 1 January 2020. With data-driven marketing at its core, TGH Collective will be responsible for key aspects of VITAGEN’s social presence.

Former JWT CCO Tay Guan Hin founded TGH Collective and was also responsible for an earlier initiative for VITAGEN Less Sugar. The public awareness campaign encouraged Singaporeans to kick the high sugar habit with VITAGEN’s formulation of 8X less white sugar than regular cultured milk drinks.

Thio Hui See, head of marketing, Malaysia Dairy Industries said it wants to empower people to make the right choices for healthy living. “TGH Collective introduced an impactful ‘V for VITAGEN, V for Victorious Lifestyle’ campaign. Moving into the new year, we are excited to work with them to strengthen our social presence," she said.

Tay said VITAGEN is a drink he grew up with and he is thrilled to work on this iconic brand. “The aim is to take VITAGEN to the next level through innovative and immersive social solutions," he added. This win follows other new business wins, such as the launch of 128 Circle, Mediacorp’s inaugural multi-lingual drama, plus other regional and local projects.