To tackle the low perceived value of adult milk and intensified competition in the category, Anlene needed to win back the hearts of its consumers.
The New Zealand milk brand needed to create brand value by defining and owning mobility. This was brought to life through the Age Is No Limit Masterbrand Campaign, where we enabled the freedom to move for Asian aging adults and broke the aging stereotype with our brand ambassador – Michelle Yeoh.
Intent on driving further brand differentiation in the Adult Nutrition Category, I analyzed the competitive landscape in the Asia Pacific region for on-pack claims, consumer claims, and key communication messages, and integrated solutions into our global brand communication strategy.
Currently, I lead the creative development of campaign assets, including television commercials, key visuals, point-of-sale materials, social media ads, e-commerce, flyers, and press release statements. This involves crafting briefs for agencies, reviewing deliverables, and engaging in design, video editing and copywriting, which leverages on my foundation in visual communications.