Consumers have been bombarded by many “nutritional sources” in the recent years who encourage the consumption of full fat milk due to its other health benefits i.e. healthy fats. MARIGOLD HL Milk, one of the leading brand in the low-fat milk category needs to arrest the decline of her sales volume. The agency was tasked to rejuvenate the consumer segmentation strategy and raise the awareness with regards to the benefits of consuming MARIGOLD HL Milk among the silver generation and their family.
Thus, we proceeded to use a two-prong strategy for content creation to raise awareness on the benefits of consuming milk. We went on to target both silver generation seniors (65yo+) by developing shareable bite-size content that showed the brand's understanding of the silver journey instead of fear-mongering. Additionally, we created content that helped to identify ways for working adults (30-64yo) to share healthy ageing methods and reminders with their elderly parents.
While the numerical results on social media are outstanding, the emotional connection that the brand built with its silver generation audiences was unmeasurable. Through the campaign, the brand established its commitment to be with the silver generation amongst their ageing journey to support them.