F&N Dairies rolls out new Sweetened Creamer campaign

The campaign was conceptualised and produced by Lowe and Partners Malaysia, and involves a 20- and 60-second TVC, print ads, in-store collateral and social media executions.

In brainstorming about how to run the campaign, the creative agency worked with F&N to uncover what makes the perfect glass of teh tarik. What they found was that the perfect glass of teh tarik comes from four key steps – 2.5 grams of tea dust added to 100°C boiling water, coupled with two tablespoons of F&N Sweetened Creamer. The tea should then be 'pulled', or in Malaysian lingo 'tarik') three times at 60 centimetres apart, to create a two centimetre froth. 

"The campaign is all about going back to the fundamentals of making a good glass of teh tarik. And as our campaign shows, the taste is all about the perfect combination of tea, F&N sweetened creamer, hot water and the ideal pulling technique," explained Khairudin Rahim, managing director at Lowe Malaysia.

“We felt the best way to dramatise this was to use the ubiquitous 'mamak teh tarik' – after all, Malaysians consume more than five billion cups of sweetened creamer-based drinks each year primarily at stalls and coffee shops.  The mamak teh tarik man is the perfect 'voice' for the F&N brand,” Rahim added.

Tony Lee, F&N Dairies chief operating officer, said, "Meeting for teh tarik is Malaysia's favourite past-time. These teh tarik sessions are an important part of our social fabric that brings Malaysians together. If the outlet isn't serving teh tarik with that F&N lemak manis taste, then you've settled for something less than perfect." 

F&N Sweetened Creamer is market leader in the sweetened creamer market, with a 40 per cent market share, followed by F&N’s Tea Pot brand, with a 20 per cent piece of the pie. 

Credits:

ECD  Ng Heok Seong 
Senior copywriter  Ezra Foo
Senior art director  Kevin Sim 
Designer  Alvin Lee 
AV producer  Noelle Goh
Film director  Barney Chua, Mojo Films
Audio house  Fuse Asia