New Hi-Q campaign to push sales of fortified UHT milk for children from ages three to six

The campaign, featuring singer “Kangsom The Star” in a special music video, will target children aged three to six years and inspire them to pursue their dreams by adopting good diet habits.
Gustavo Hildenbrand, managing director of Dumex, said the children’s market for UHT milk in Thailand was a high-potential segment with continual growth.
Last year, this segment enjoyed 5-per-cent growth in this country.
Meanwhile, the Bt2.5-billion segment for fortified UHT milk, in which Hi-Q is the market leader with a 50-per-cent share, grew by 13 per cent. Dumex expects that with Hi-Q’s active marketing activities, led by this campaign, the market will continue to grow strongly this year.
“Hi-Q UHT strongly believes in the growth potential of the fortified-milk market,” Hildenbrand said.
“Recent research by the Institute of Nutrition at Mahidol University showed that many children suffered from nutritional deficiency because of poor diets and high consumption of fast food.
“This campaign is designed to encourage children to drink fortified milk so as to have sufficient intake of important nutrients.
“More important, we are expanding the target group from one-to-three-year-olds currently to three-to-six-year-old children with the hope that more children will adopt the right eating habits and in the end the malnutrition problem in the country will be reduced.
“At the same time, we hope this campaign will grow our share in the fortified-milk market segment to 55 per cent,” he said.
With the aim of attracting older children aged up to six years, the “Hi-Q UHT Dream Discovery” campaign features Kangsom and “Dodo” the blue dolphin, which is the Hi-Q brand’s mascot, in a special music video.
It is meant to inspire children to discover dreams, start preparing themselves and get fit so as to be able to make their dreams come true, the company says.