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Creative in association withGear Seven
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Anlene Reminds Us 'We Are More' Than the Labels People Give Us
28/11/2017
Group745
Advertising Agency
Singapore, Singapore
295
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The milk brand is repositioning itself for a younger audience, with BBDO Singapore's help
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BBDO Singapore relaunches Anlene with a bold, new integrated campaign – #WeAreMore. 

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 Singapore was tasked with disrupting this perception that Anlene is only for old people, and demonstrating 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. 


In response to this, BBDO came up with a creative campaign, #WeAreMore, a movement designed to challenge the stereotypes that society places on people. Whether you’re too young, too old, you’re just a pretty face, you’re a hard career woman, BBDO Singapore wanted to rally everyone to fight against these labels because they are more – just as Anlene is so much more than milk.

“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”, says Corine Ooi, Global Brand Director for Anlene. 

“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”, says Rebecca Nadilo, Head of Planning for BBDO Singapore.

The campaign was a regional collaborative effort, with strategy and client management led out of Singapore, and a creative team consisting of people from multiple offices in Southeast Asia, led by David Guerrero, Creative Chairman of BBDO Guerrero.

To go with this new platform and better serve consumers in their different consumption moments, Anlene is also launching UHT packs and sachets. 
 
This new movement is launching across South East Asia, starting with the Philippines and Malaysia in November 2017.
Credits
Work from BBDO Asia
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