Anlene says #WeAreMore via BBDO Singapore
BBDO Singapore has relaunched Anlene bone nutrition milk via a new integrated campaign – #WeAreMore.
Anlene has always been promoted along with bone nutrition, but of late, this proposition has become less relevant, with people seeing Anlene as a product more suited to the elderly. Hence, more consumers have increasingly chosen regular milk over Anlene.
BBDO Singapore was tasked with disrupting this perception that Anlene is only for old people, and demonstrate how Anlene is more than regular milk. New Anlene is enriched with high calcium, collagen and protein for stronger bones, joints and muscles to help you do more. The brand’s mission is to champion all adults to live in their prime and be the best versions of themselves.
In response to this #WEAREMORE is launching – a movement designed to challenge the stereotypes that society places on people.
“From you’re too young, too old, you’re just a pretty face, you’re a hard career woman, we wanted to rally everyone to fight against these labels because they are more – just as Anlene is so much more than milk,” said Corine Ooi, Global Brand Director for Anlene. “Reframing Anlene with the new #WEAREMORE proposition will speak to the evolving narrative of aging – which is all about living in your prime and continuing to do what you love.”
“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”, says Rebecca Nadilo, Head of Planning for BBDO Singapore.
The campaign was a regional collaborative effort, with strategy and client management led out of Singapore, and a creative team consisting of people from multiple offices in Southeast Asia, led by David Guerrero, Creative Chairman of BBDO Guerrero.