This year, while we are bracing for a subdued Raya celebration across the country as adering to social distancing protocols, Japan’s first cultured milk drink brand, Calpis has made the festive season a little more memorable for our frontliner community. Partnering with its’ ex-brand ambassador, Siti Nordiana, Calpis planned a surprise filled reunion for the frontliners and their families.
Together, Nana and Calpis have identified frontliners through various social channels who haven’t been able to return home in a long time while valiantly serving the community through the COVID-19 crisis. Leveraging technology, Calpis mediated a virtual family reunion for these frontliners with Nana joining the call as a surprise, adding some cheer to their Hari Raya celebrations. The frontliners and their families also received a Calpis hamper worth RM150 as a token of appreciation for their effort and a reminder that Calpis ‘gut’ their backs.
To identify frontliners for the Calpis Loves Your Guts campaign, Calpis activated the conversation on social media, encouraging their consumers and fans to list down unsung heroes who deserve a special something this season! This humble request received an overwhelming response as netizens started tagging frontliners from various backgrounds including riders, F&B operators and public volunteers with the list still growing. At the same time, Calpis jumped into action by arranging these virtual reunions, spreading cheer to the frontliners and their families.
Stay tuned for the Calpis ‘Loves Your Guts’ campaign full video featuring heartwarming moments on the Calpis Malaysia Facebook page at facebook.com/CalpisMalaysia/ that will be released in the first week of June!
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