Clothing brands Kiko and Baby Kiko launch new campaign for the Malaysian market via Lowe
Lowe Malaysia has created a 30 second TVC combining baby clothing brand Baby Kiko, with its older sister Kiko. Baby Kiko and Kiko are Malaysia’s market leaders in the baby/kids apparel industry.
The video features characterful siblings Brenda and Brandon, telling each other how grown up they are and how they wish to make their own style decisions. The grown-up talk is halted by Mum calling them for dinner, which the children, returning to being children again, dutifully obey. At the end of the reel, toddler little sister also puts her viewpoint forward.
The aim of the campaign is to strengthen awareness among mothers that Kiko’s quality clothing for older children is a natural evolution from the well-known Baby Kiko range; and to position Kiko as a ‘cool’ option among older children. The targets are mothers; with a secondary group of net-savvy children aged 5-12.
The TVC runs nationwide from end of May to June on free-to-air channels, and will be uploaded to the client’s website and social media. A longer, 54 second version will be added to YouTube.
CH Yap, General Manager for Operations, Kiko and Baby Kiko says: “While mum makes the ultimate buying decision, today’s children are surprisingly brand aware and able to influence. They don’t want to be ‘dressed up’ but to have some say in their favourite clothes and colours. They can even be style leaders to their younger siblings. This video appeals to the independent side of that segment, positioning Kiko as a brand for grown up kids.”
Mazuin Zin, Managing Director, Lowe Malaysia adds: “This video is a departure from the traditional marketing for the category, which is often limited to quality stories or design collection catalogues. Kiko wanted customers and consumers to engage with the brand in a more complex way. Our solution was to let the children do the talking, and celebrate them as their unique, individual selves.”