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Meiji Paigen Cultured Milk Drink Relaunch

Brand Engagement

CP-Meiji was looking into relaunching their cultured milk drink brand Paigen in October 2016. In true Singaporean style, Rise & Shine organised a Singapore Book of Record event for Paigen on Children’s Day weekend to celebrate healthy living with cultured milk, bringing together over 1,000 families to City Square Mall.

278 participants then took part in the “Most Number of People Drinking Cultured Milk” event, flooding the City Square Mall atrium, drinking to their good health with Paigen’s blend of probiotics. The launch saw over 51,000 views on social media in the span of 2 weeks while preparing for the record attempt and 1,051 families participating in Rise & Shine’s Children’s Day weekend events.