‘Drinking Anlene is not just for the elderly’, BBDO Singapore tells Asian audiences

New Zealand brand Anlene has launched a new campaign in South East Asia aimed at dispelling the idea that drinking its milk is just for old people.

BBDO has relaunched the Fonterra-owned brand with the integrated campaign ‘#WeAreMore’ after discovering younger consumers were choosing regular milk over the high-calcium Anlene. 

In order to reframe Anlene as relevant to a younger audience, BBDO created a campaign challenging societal stereotypes that hold people back. These include being too young or old, too pretty, or too career-focused. To tackle these, the agency focused on people becoming the best versions of themselves in their prime. 

“We wanted to rally everyone to fight against these labels because they are more – just as Anlene is so much more than milk,” BBDO said in a statement.

“Reframing Anlene with the new #WeAreMore proposition will speak to the evolving narrative of ageing – which is all about living in your prime and continuing to do what you love”, said Corine Ooi, global brand director for Anlene.

BBDO Singapore head of planning Rebecca Nadilo added: “We developed this idea to elevate Anlene from being a functional brand, to one which uses its influence to champion a greater narrative in our world and build a stronger, more emotional connection with the men and women who aspire to live healthily everyday.”

The strategy and client management was led by BBDO Singapore, while the pan-Asian creative team was led by David Guerrero, creative chairman of BBDO Guerrero.

The campaign’s South East Asia release will start in the Philippines and Malaysia, before being rolled out to other markets.


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