BBDO Singapore is relaunching Anlene with a bold, new integrated campaign titled #WeAreMore. The campaign will be launched across Southeast Asia (SEA), starting with the Philippines and Malaysia in November 2017.
The new movement is also a regional collaborative effort, with strategy and client management led out of Singapore, and a creative team consisting of people from multiple offices in SEA, led by David Guerrero, creative chairman of BBDO Guerrero.
Anlene has commanded a strong equity in bone nutrition for many years. 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's spokesperson said.
BBDO Singapore is 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," it added.
Therefore, the agency said this #WeAreMore creative campaign, is also designed to challenge the stereotypes that society places on people. BBDO's spokesperson added, "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." Check out the teaser below:
“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,” Corine Ooi, global brand director for Anlene, said.
“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,” Rebecca Nadilo, head of planning at BBDO Singapore, added.
To go with this new platform and better serve consumers in their different consumption moments, Anlene is also launching UHT packs and sachets.