Bringing in an abundance of glitzy glamour, popular brand Dairy Champ launched a creative campaign called ‘Dairy Champ, Mesti-lah’, a-first-of-its-kind under the condensed and evaporated milk category. Celebrities Dato’ David Arumugam and Dato’ Vida were chosen to accurately depict the brand’s creative and catchy motto, ‘Dairy Champ, Mesti-lah’ that will be the launching pad for two of the key products, namely the Dairy Champ Tarik Lebih Buih Sweetened Creamer and Dairy Champ Evaporated Creamer.

Catered to Malaysians, ‘Dairy Champ, Mesti-lah’ is centred around legendary musician Dato’ David Arumugam and cosmetics tycoon Dato’ Dr. Hajjah Hasmizah Othman, more affectionately known as Dato’ Vida, where Dairy Champ taps into the appeal of these legendary celebrities to create stunning visuals that are reminiscent of their signature looks.

Dato’ David Arumugam is a legendary Malaysian figure who was part of The Alleycats, one of Malaysia’s most successful bands. Creating hit after hit, the band gained great regional fame in the 80s and as such, his image was the perfect fit for the Dairy Champ Tarik Lebih Buih Sweetened Creamer.  He also depicts the qualities of a Malaysian with an unyielding can-do attitude, being one of the first to explore the punk-rock music genre in the country and taking on the music scene by storm.

Creatively speaking, the Dairy Champ Tarik Lebih Buih Sweetened Creamer’s promise of producing a frothy and foamy beverage be it a pulled tea or coffee coincidentally matched Dato’ David’s signature look. Bearing this in mind, his signature look which is his famous afro, was then artistically adapted onto the visuals for this campaign. Never going out of style, his awesome afro mirrors the abundant foam that the new creamer brings.

Dairy Champ also appointed Dato’ Vida as the creative expression for the Dairy Champ Evaporated Creamer. She is yet another Malaysian who has made great strides in the local social, beauty and business community. Never one to shy away from attention, Dato’ Vida has always maintained a vivacious and a never-say-die philosophy that has helped her grow her business into a major empire.

With her tiara, resplendent pink outfits, effervescent personality and business savvy, Dato’ Vida was an obvious choice to use as an artistic element of this campaign. The Evaporated Creamer is smooth and is often the crowning glory for many dishes, especially the ice kacang as the velvety, cream colored creamer brings out the colors of this famous Malaysian dessert.

Starting 23 January, Malaysians will see a series of upcoming marketing campaigns which includes in-store branding, out-of-home advertising, print, digital, TV and more. The campaigns will also see Dato’ David and Dato’ Vida as the face of Dairy Champ, highlighting how the brand is the obvious choice for enhancing our food and drinks.

The new Dairy Champ Tarik Lebih Buih Sweetened Creamer and Dairy Champ Evaporated Creamer are now available at all major retail outlets alongside other variants. For more information on Dairy Champ, visit http://www.etikaholdings.com/brand/dairy-champ/.