Ultra Milk x ITZY - Don't Stop Your Move

Ultra Milk

A Milky Route to Teen Empowerment

Projects Durations

July 2022 - June 2023

Scope of Work

360 Marketing Campaign


In a world of evolving tastes, milk faces a Gen Z challenge: regaining coolness. This generation craves innovation, sustainability, and visual appeal. Milk, often seen as outdated, can confidently reclaim its status. By embracing creativity, sustainability, and health, the dairy industry can revamp its image for Gen Z.

Ultra Milk's got a challenge, being this big deal in Indonesia and all. They've got Ultra Milk as their main thing, but trying to connect with today's teens? Not so easy. It's like trying to blend two worlds that seem light years apart.

But hey, at Maleo, we're all about brands having a blast and keeping things simple. Ultra Milk's on board with that vibe. We teamed up to make milk cool again, and trust us, it's been quite the journey. We've been brainstorming, experimenting, and cooking up ideas that'll have the young crowd saying, "Yeah, milk is where it's at!"

Want the full scoop on how we're rocking Ultra Milk's potential with the youth? Well, you're in for a treat because we've got all the juicy details waiting for you below. So, buckle up, my friend, because this ride is just getting started! πŸ₯›πŸš€

Project Stages:

01 Approach

02 Output

03 Result

Approach πŸ”

How We ReThink
Why swim against the current when you can ride the wave? Instead of pushing the whole 'cool milk' thing, we went deeper into it. It's pretty clear that milk's got that natural goodness, which just vibes with a teenager's hunger for self-expression and growth. And who better to connect the dots than this awesome group totally into sparking and backing up self-expression among today's youth?

We want Ultra Milk to be more than just a drink - we want it to be a strong symbol of confidence and empowerment. And what's even cooler? Partnering up with one of the top girl groups in the KPop scene, ITZY! πŸ₯€πŸŽΆπŸ’ͺ

Our #DontStopYourMove campaign is a heartfelt initiative dedicated to empowering teenagers to embrace and embody the very best versions of themselves. In our quest to do so, we've taken inspiration from the unique qualities of each ITZY member, transforming each flavor of Ultra Milk into a distinctive symbol, mirroring the individuality and dynamism that ITZY brings to the world.

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We Took 360 Marketing Campaign Approach
To tackle the big challenges on Ultra's radar, we've totally embraced this super-duper comprehensive marketing plan. It's all about letting our creative juices flow, and it's exemplified by our super cool #DontStopYourMove campaign - and it's not just hanging out in a couple of spots; it's literally everywhere!

We're talking about billboards, captivating art exhibitions, engaging K-pop community activities (noraebang), innovative TV Commercials (TVCs), striking Key Visuals (KVs), an impressive array of Merchandise options, a vibrant and entertaining presence across numerous Social Media platforms, a plethora of Digital Activities to keep everyone entertained, and we're even enlisting influential Key Opinion Leaders (KOLs) to join in on the excitement. It's not merely a plan; it's the complete package, poised to launch us to success like a rocket! πŸš€

Output 🎨

Take a peek at our awesome #DontStopYourMove campaign below!

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Result πŸ“Š


A whopping 87 Mio



A stellar 471 Mio


Instagram Follower Growth:

A solid jump of 35.6%

July 2022 - June 2023

In Retrospect βͺ️

In the fast-moving world of digital marketing, it's not just about the flashy stuff or landing those huge collabs, you know? Over at Maleo Agency, we're all about making sure our brands groove naturally with their peeps.

Now, let's chat about Ultra Milk's rad #DontStopYourMove campaign. We didn't just hand out a drink; we whipped up a whole culture shift. It's all about confidence, empowerment, and just being yourself.

So here's to more epic success stories, and we're all about keeping it ICOWNIC, because that's how we roll! πŸ₯‚βœ¨

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