Case Study: Anchor becomes the number one dairy brand in the Pacific with Dow Goodfolk

Anchor becomes the #1 dairy brand in the Pacific with Dow GOODFOLK, growing revenue over $50m

Anchor, a major dairy brand, was facing a challenge in the Pacific market. They lacked a unified brand identity across thirteen different cultures and were being driven by the demands of various distributors. The vendor, Dow Goodfolk, was engaged to provide a strategic solution.

Dow Goodfolk developed the "Anchor Strong" platform, a multi-platform campaign built on the universal insight that high-quality dairy helps build strong, healthy children. This singular, compelling idea allowed the brand to connect with all Pacific Island cultures cohesively. As a result, Anchor became the number one dairy brand in the Pacific, achieving over $50 million in revenue and winning a TVNZ Marketing Award in the Export category.

Anchor