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From Peak Milk, new IMC to mark 60 years


Milk. PHOTO; sumofus-production

Milk. PHOTO; sumofus-production

To celebrate its 60th year in Nigeria, FrieslandCampina WAMCO Nigeria PLC, makers of Peak and other milk brands, has launched a new 360 degree Integrated Marketing Communication campaign themed “The Future is Bright; Reach for Your Peak” which focuses strongly on the emotional characteristics and values that consumers link to Peak.

The company said the objective is to reinforce the love of the brand with our broad spectrum of consumers as well as reminisce the most important moments in its history and lives of consumers.

Peak’s 60th anniversary will be celebrated in a powerful highly emotional TV commercial created by advertising agency Insight Communications. The message of Peak via the campaign is to bring back good feelings of how the brand has been a good part of our lives and how in the pursuit of excellence, we have used cans of Peak to bring to life our imagination and to fuel our dreams. It also shows the brand’s commitment to feeding the aspirations of future consumers.

Peak’s 60th anniversary campaign will run all through 2015 with series of supporting events and surprises that have been created to keep consumers engaged. Consumers can join the celebration at and

“Over the last 60 years, Peak has continued to be strong throughout the several changes in the market,” said Rahul Colaco, Managing Director of FrieslandCampina WAMCO.

“We attribute our success to two things. First, our focus is to consistently nourish Nigerians with quality dairy nutrition in order to reach their Peak. Second, we continually explore ways of standing out of the crowded shelf and touching every part of the consumers’ lives.”

Peak has won industry recognition as an innovative and trendsetting brand that delivers superior dairy nutrition across life-stages. The brand succeeds because it always connects with its consumers, supports its key business partners and helps the general public to pursue their aspirations and reach for their Peak!

To surprise loyal consumers, based on research and their expectation, Peak Evaporated Milk now comes in new packaging as well as a lid that opens and closes easily. It is called ‘Peak Easy Open’.

According to Tarang Gupta, Marketing Director of FrieslandCampina WAMCO, “Several demographic and lifestyle influences are responsible for the drive for convenient solutions to food packaging. Peak Easy Open is specifically designed to meet the needs of consumers who consciously seek convenience and are looking for packaging solutions that fit their busy lifestyles.”

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