The leading maker of cultured milk drinks, Vitagen wanted to
rejuvenate its well-established brand with a more contemporary image
that would appeal to a younger crowd and to differentiate Vitagen from its competitors. People ’n Rich’s enrichment strategy was based on the idea “Love your tummy everyday”. With an iconic image, comprehensive school programme, and simultaneous execution on radio, TV, and in-store, which re-introduced Vitagen to a new generation. This rejuvenated the
brand and put it in a position poised for future growth, maintaining Vitagen’s leadership position at 60% market share.
Media: TV, national newspaper, radio, internet, billboard, DM
Taking advantage of the world wide
phenomenon that is “High School
Musical”, Vitagen positioned itself as the
main sponsor garnering a wide audience
with contest and prizes related to the
appeal of “High School Musical”
Strengthening Vitagen’s position as a health-conscious brand, the TV show Vitagen Marigold Health Buzz was produced. Vitagen Marigold Health Buzz took the viewer across Malaysia and abroad to Korea promoting health venues and activities all the while emphasizing Vitagen’s and Marigold’s sponsorship and support.
