Dutch Lady
Pedas Kita Caras
In 2019, a spicy food craze was sweeping the nation. Every brand from McDonald's to Mamee instant noodles was launching hotter, spicier, crazier version of their offering.
Amidst all that, how could Dutch Lady milk become a part of the conversation? We did briefly consider launching The World's First Spicy Milk. But deep down, we knew: the world wasn't ready.
Instead, we decided to hijack the spicy.
The Idea
Fun fact: milk has the ability to quell that fiery feeling in our mouths caused by spicy food. So, whenever other brands were trying to create spicy food challenges, we joined in the conversation. By offering to put out the fires in mouths with cold, free packs of Dutch Lady milk.
"The success of our first social hijack led to a total of 66. All with zero media spend."
Influencers engaging in spicy food challenges ended up having whole conversations with us.
A brand of spicy instant noodles even invited Dutch Lady to be part of their on-ground events.
Project Info
ECD Iska Hashim
Sr. ART DiRECTOR David HK Tan
CopyWriter Vickknesh
BM Writer Ain
Graphic designer Amirul
Production Prodigious
Sr. ART DiRECTOR David HK Tan
CopyWriter Vickknesh
BM Writer Ain
Graphic designer Amirul
Production Prodigious
