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| Ramjeet (in blue) and Yoong with some children at the media launch of the contest. |
Dutch Lady Malaysia today held the media launch of its “Peraduan Kumpul Huruf & Menang” (Collect the Letters & Win) contest.
The contest started on March 1 and ends April 30.
There are 93 Apple iPad 2 (16GB WiFi) units to be won in March, and 90 Asus eeePC netbooks to be won in April. In addition, all participants will also stand a chance to win scholarships worth RM100,000, RM30,000 and RM15,000 respectively.
Speaking at the launch, Ramjeet Kaur, Dutch Lady Malaysia's marketing manager, said that the milk brand feels very strongly about spreading awareness on the goodness of milk and dairy products.
Dutch Lady has an ongoing awareness programme in schools where it hopes to spread awareness among kids and school children. This year, the programme is being extended to 800,000 students (including those in kindergartens) across the country, from 500,000 last year.
“We at Dutch Lady believe very strongly in creating awareness and education on the goodness of milk. We also believe in engaging with the people - parents, kids and children in schools and kindergartens.
“As adults we make our own food choices, but for kids, we, as parents, have the responsibility to ensure that they're provided with the right nutrients.
“Did you know that with three servings of milk a day you actually get 90% of your calcium requirements, three-quarters of your Vitamin D and one-third of your potassium requirements? That's a lot of nutrients that you can get by just drinking this wonderful liquid and that's why we at Dutch Lady want to educate people on the goodness of milk,” she said.
The Dutch Lady Kid and Dutch Lady School milk were launched in November 2010. These two milk formulations offer nutrient-specific fortifications meant for children at different development stages.
Dutch Lady Kid is fortified with magnesium, Vitamin D, Vitamin A, calcium and protein, while Dutch Lady School milk is formulated with Omega 3, Omega 6, Vitamin B3 and Vitamin B6.
According to Ramjeet, the awareness campaigns (this is the fifth since the launch of the Kid and School variants) have helped solidify the brand's leadership position.
To participate in the “Peraduan Kumpul Huruf & Menang” contest, parents will need to buy the Dutch Lady Kid and Dutch Lady School packets. Under each packet of milk, there is a letter of the alphabet. They will need to cut out these letters with the barcode, then collect various letters to form the predetermined words for the month.
In March, the predetermined words are “calcium” or “less.” In April, they are “less” or “omega.”
Only the related letters will be on the bottom of the packs, so there is no risk of getting a “z” or “x.”
Contest forms can be obtained from most supermarkets and stores that sell the Dutch Lady milk. They can also be downloaded and printed from www.dutchlady.com.my.
Winners of the iPad 2 or Asus eeePC will be chosen by dividing the number of correct entries by the number of prizes that month.
For example, if there are 930 correct entries for the month of March, it would be 930/93 = 10. That means, every 10th correct entry received will win a prize.
In addition to winning the iPad 2 and Asus eeePC, participants will also stand a chance to win scholarships worth RM100,000, RM30,000 and RM15,000 respectively. The top three participants with the highest number of entries over the months of March and April will win the scholarships.
The scholarships will be given out in cash form upfront.
Also at the media launch was national water-skier and SEA Games gold medallist Philippa Yoong who said she tries to give her kids two packets of milk a day.
“The Kid and School packs are perfect because they're small and portable and have all the extra nutrients in them to develop their body and mind. My kids love the taste and it has less sugar so I don't have to worry,” said Yoong.