Dumex brings back Dugro Buddies musical series as part of product promo

Infant formula brand Dumex Dugro has rolled out a new videos for its musical series titled “Kisah Dugro Buddies” (The Tales of Dugro Buddies), in a bid to champion original branded edutainment and assist parents with instilling positive values within their children. The series' main objective was to support the Dumex Dugro consumer promotion of Dugro Bag On-the-go and the Dugro EcoMeal Set.

The series was first introduced in March this year and features five #DugroBuddies characters: Aiden the Leader, Jolly Jane, Big Sis Sussie, Brainy Ben and Kosmo, the cat. It touches on the core values of sharing, caring and honesty. Done in partnership with Entropia Rouge, the newly released videos set the same tone in exploring different positive values that children can learn from, focusing on scenarios that display curiosity, bravery and gratitude. The videos have amassed close to 10 million views since its launch in September.

Quah YeVian, senior marketing manager at Danone, said, Dugro’s main aim has always been to give mothers peace of mind, knowing their kids get the essential nutrients they need for growth. With this campaign, keeping in mind the myriad content available online, it wanted to ensure kids take away valuable lessons, and simultaneously receive education such as counting, memory testing, and so much more to benefit their lives.

"We are pleased to work with Entropia Rouge again to give a facelift to this second series of Dugro Buddies with more education elements," she added.

Samantha Tay, principal at Entropia Rouge said the creative team at Entropia Rouge truly channelled its inner child with the Dumex Dugro campaign, knowing that it will not only entertain kids, but also educate moms on fun ways they can motivate their children to adopt these core values.

"Dugro Buddies undoubtedly resonated with kids when the musical series first launched earlier this year, so we intended to continue spreading their positive energy with the second leg of the campaign. We are elated with the results of the curiosity, bravery and gratitude videos," Tay said.