In the recent PANATA Awards held in Bonfacio Global City, Taguig City on July 19, 2019, Philippine Association of National Advertisers (PANA) awarded Alaska Milk Corporation for Marketing Effectiveness on its two campaigns on Alaska Fortified and Alaska Culinary.
Alaska Fortified’s “Alaska-Puso” campaign won Bronze Award for Excellence in Marketing Innovation. The campaign was in partnership with the GMA Network, aimed to raise awareness about the prevalent issue of stunted growth and underweight amongst children in the Philippines. The brand’s “Project Big Fight Launch Campaign” also won a Bronze Award for Excellence in Brand Positioning with its media agency, Wavemaker Philippines.
While Alaska Culinary brands’ short film titled “First Christmas” won Silver Award for Excellence in Brand Positioning. The sentimental family story, which was produced with MullenLowe Phillipines, showcased how a family going through a loss experienced of joy during Christmas season through their family recipes made with Alaska Classic Sweetened Condensed Filled Milk and Alaska Crema.
PANATA Awards is the Philippines’ premier annual recognition program for effective marketing communication materials. Effectiveness can be measured through improved business results, key brand metrics, increased employee satisfaction/well-being and improved business partner relationship. Its objective is to recognize brands or organizations that effectively utilize marketing communications to build business.