Malaysia Dairy Industries hands Dentsu Marigold Peel Fresh brand

Malaysia Dairy Industries has appointed Dentsu Singapore its agency of record for the Marigold Peel Fresh brand. Dentsu will develop and manage the brand across media channels which includes multiple channels television, print, out of-home (OOH), in-store, to digital and social content.

In upcoming campaigns, Dentsu will revamp the look and feel of Marigold Peel Fresh in terms of creative execution and ads, including new creative concepts for both online and offline channels.

Malaysia Dairy Industries also works with Grey and Goodfellas for separate campaigns.

“We were impressed by the pa ssion and dedication demonstrated by the Dentsu team. They have shown strong understanding of our brand, market positioning and consumer insights. The team has truly captured the essence of our needs in the pitch and are absolutely the right partners for rejuvenating the Marigold Peel Fresh brand of products going forward,” said Thio Hui See, marketing manager of Malaysia Dairy Industries.

“Marigold Peel Fresh brand is a well-loved local brand that we have all consumed growing up,” said Rosalynn Tay, CEO for Dentsu Aegis Network Singapore and Dentsu Singapore. “We are thrilled to be given the opportunity to bring new insights and ideas to an established brand, especially when we leverage the power of a network to produce 360-campaigns in today’s convergence digital landscape.”

Most recently, the brand worked with influencers to promote its beverages which drew mixed reaction.