Hi-Q UHT’s new campaign “Hi-Q UHT Dream Discovery” aims to expand market
Riding on the growing UHT milk market, Hi-Q UHT, the fortified UHT milk market leader, launched a new campaign “Hi-Q UHT Dream Discovery” aiming at expanding customer base and sales while strengthening relationship with brand. Leading pop singer “Kangsom The Star” joined the campaign to inspire children and their parents to help their children search for dreams and turn them into future success.
Mr. Gustavo Hildenbrand, Managing Director, Dumex Ltd., said that Thailand’s UHT milk for children is a high potential market with continual growth. In 2014, the total UHT milk for children market in Thailand enjoyed a 5% growth on average. The fortified UHT milk market segment, in which Hi-Q UHT is the market leader with 50% share, grew by 13%. It is expected that the market would continue to grow in 2015.
“Hi-Q UHT strongly believes in the growth potential of the fortified milk market. Consumers today look for convenience and fortified UHT milk is the answer for both nutrition and convenience. At present, customers start consuming fortified UHT milk at younger age. Earlier, major target customers are 1-3 year old. After that, they tend to go for normal UHT milk as parents think that at this age, their children can eat greater variety of food and thus do not care much about fortified milk. In fact, however, a recent research from the Institute of Nutrition, Mahidol University, many children have nutritional deficiency, especially iron, calcium, vitamin A, C and D and higher risk of non-communicable diseases (NCDs) because they consume too much snack and fast food. Hi-Q UHT therefore sees an opportunity to step in and help parents ensure the right nutrition for kids at different age. We offer products that provide sufficient nutrition for young and older kids. Hi-Q fortified UHT milk products are therefore developed to help prepare kids for healthy growth,” said Hildenbrand.
To raise awareness on sufficient nutrition as the foundation for health and successful life, Hi-Q UHT milk designed a new marketing campaign “Hi-Q UHT Dream Discovery”. The campaign is aimed at inspiring older kids, aged 3-6 years, to continue to drink more fortified UHT milk for healthy growth. Under this campaign, young children are encouraged to search for their dreams and start preparing themselves and get fit so as to be able to make their dreams come true. At the same time, Hi-Q UHT also provides consultancy for parents in guiding their kids to achieve their dreams.
Mr. Pornpanit Vichitcholchai, National Business Development Manager – RTD, Dumex Ltd., “We know that at age of 3-6 years, children start to have idols and dream of their future. With sufficient support, they will keep the inspiration and passion to pursue their dreams. They will be inspired to develop themselves in all areas and do whatever to make their dreams come true. For example, dreaming to become an astronaut, a child would pay more attention to science and math, eat nutritious foods and exercise to become healthy and get ready to go out of the space. Understanding this insight, Hi-Q UHT initiated the “Hi-Q UHT Dream Discovery” campaign to give inspiration for young kids to find their life goals and encourage them to start preparing themselves sooner with parents’ guide and support, especially in physical health and good diet. A fortified milk product will help children meet their nutritional needs. We hope that this campaign will make Hi-Q UHT more popular among children 3-6 years old and up.
The “Hi-Q UHT Dream Discovery” campaign will help parents support their children search for dreams and turn them into inspiration and foundation for the future success while keeping up with good nutrition. The campaign is designed to capture the interest of children age 3-6 who can influence their mother to buy food products they like.
In addition, Dodo, Hi-Q’s blue dolphin widely admired by children age 1-3, joins force with popular singer “Kangsom The Star” to help delight children and encourage them to take care of their nutrition. A special music video, featuring Dodo and Kangsom, created to help children develop an awareness of good nutrition and healthy eating habits will be aired in various cartoon and children television channels starting June 2015. The MV will also appear on several online channels like Youtube.com, and mother & child websites.
At the same time, website will help guide parents discover their children’s dream and talent by providing interesting information and tips on how to guide their kids. Fun games are provided to allow young kids to play and discover their own dreams. A team of nutritionists and nurses are ready to provide good advice for parents on raising kids and good diet. Parents can have access to good advice from Hi-Q team 24 hours via Tel. 02 740 3333 and
www.HiQKidsClub.com.