Geng Sahur Macam Berbuka (The Sahur Like Iftar Gang)
8. Brand Experience & Activation Kancils [8.10 Best use of Cultural Insights in Brand Experience & Activation]
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Links:
Product/Service:
Milk/Dairy
Client:
Dutch Lady Milk Industries Berhad
Brief:
Ramadan is a critical growth season for Dutch Lady, but the category was becoming increasingly crowded. Brands and beverage choices competed heavily for attention, particularly in the buka puasa (breaking fast) space, with more indulgent options taking the spotlight. As a trusted but functional milk brand, Dutch Lady needed to find a more distinctive and ownable opportunity.The answer was Sahur, the pre-dawn meal closely linked to nourishment, worship and milk. However, Sahur presented its own challenge: although Malaysians understood its importance, 1 in 4 were not waking up for it. The barrier was motivation, not belief. Sahur had become a solitary ritual that was difficult to sustain. Dutch Lady needed to make Sahur feel more meaningful, motivating and communal, all while driving greater milk consumption during Ramadan.
Solution:
Dutch Lady borrowed the communal energy from buka puasa and created “Geng Sahur Macam Berbuka”, Malaysia’s first 4AM community Sahur movement.Partnering with local celebrity Alif Satar, known for rallying local Muslims for pre-dawn prayers in mosques, Dutch Lady took over Sahur at four major mosques across Klang Valley. Participants ate, prayed, exercised, attended short spiritual sessions and received education on Sahur nutrition.Online, Dutch Lady partnered with top Malaysian influencer Khairul Aming, known for his 30 Days of Buka Puasa Recipes content series, and built anticipation with simple, nutritious Sahur recipes across his social channels. Together, we did our first-ever Sahur livestream on TikTok, turning Sahur preparation into a shared activity, where viewers watched, cooked along, and interacted in real time.Instead of simply advertising milk around Sahur, Dutch Lady created an experience that redefined the traditionally solitary act into a shared community experience.
