Dumex Dugro and Muma Malaysia highlight the importance of iron nutrition with new campaign
The latest ‘Generation Iron Strong’ campaign by Dumex Dugro which features the personal journey of five exceptional Malaysians from all walks of life promises to inspire. From world record setters to award winners and celebrity, the campaign features national paralympic shot putter Muhammad Ziyad Zolkefli, content creator Mekyun, biotechnologist and science communicator Dr. Mahaletchumy Arujanan, US-based nanotechnology engineer Fakhirah Khairuddin, and young Dion Das Louis, an award-winning cultural arts performer.
Apart from being inspirational, the other thing they have in common is that they are all Dumex kids across different generations. A trusted brand for decades, Dumex Dugro growing up milk meets the daily iron intake requirement and provides complete nutrition needed for a child’s growth and development, setting a strong foundation during their formative years so that they can realise their full potential and “Be So Much More” as promised by the brand’s tagline.
Appearing in a series of videos, each of these outstanding individuals will share their personal success journey and how having the right start have contributed to their growth and achievements. Running from May until August, the campaign will also feature a contest and on-ground event for the brand to engage with consumers and reiterate the importance of preventing iron deficiency at a young age so that children can realise their full potential.
Research conducted in collaboration with Clinical Investigation Centre, University Malaya Medical Centre showed that one in three Malaysian children are at risk of Iron Deficiency Anaemia (IDA). A mineral that the body needs for growth and development, acute iron deficit can impact physical growth, cognitive development and immune functions.
Now in its third year, the big idea for ‘Generation Iron Strong’ was developed by creative agency Muma Malaysia, which saw the opportunity to build a long term brand campaign for Dumex Dugro by addressing a pressing national health issue – iron deficiency – while setting the brand apart in a market largely focused on DHA and brain development.
Muma co-founder and creative partner, Choo Chee Wee said, “We saw a great opportunity to build on this research findings to give the brand a bigger purpose by taking the lead to address the invisible, national health issue of IDA which will affect our future generation if left unchecked. With ‘Generation Iron Strong’, we can build something enduring – a big idea that could grow with our audience and evolve over time. Long-term campaigns don’t just sell; they shape behaviour, earn trust, and give the brand a soul.”
Launched in 2023, the long term campaign had an ambitious goal to promote a generation of “iron strong” children and eradicate IDA by 2028 through awareness, early detection and prevention. In the first year, a fully integrated campaign which included PR, video testimonies and on-ground activation which offered free screening, consultation and sampling was executed. A campaign goal to collect one million pledges from parents to fight IDA was highly successful and achieved within the first year itself.
The following year, Dumex Dugro continued to promote awareness through a 360 campaign while improving its product formulation to boost iron absorption by three times, further strengthening its position as market leader to address IDA.
This year, ‘Generation Iron Strong’ returns to celebrate iron-strong individuals, past and present, proving that Dumex Dugro has consistently remained a trusted choice among Malaysian parents. Anchored by an unwavering brand promise to provide essential nutrition that supports the physical and mental development of growing children, the brand continues to innovate and evolve its products to meet changing needs over time.
Muma co-founder and managing director, Pang Li Li, said: “A true creative partner brings more than just ideas – they add lasting value by thinking big and driving long-term growth for clients. It’s about developing bold, strategic concepts that build in strength year after year, contributing to gains in brand awareness, market share, and overall business impact.”