Premium babycare brand Offspring Inc has appointed FCB SHOUT as its new creative agency to mark its foray into the Malaysia market. Since its inception in 2004, the Australian brand has been steadily growing its footprint across multiple continents.
When asked about Offspring’s growth plans in the coming year, Roslan Ismail, chief executive officer of Offspring, said that the company has been “in a hyper-growth mode” in recent years, having penetrated approximately 26 new foreign markets in the past two years.
“We are looking to build an eco-friendly brand that enables sustainability beyond solely Malaysian shores, thereby providing mums all over the world with the safest baby products and allowing them to play a part in saving the environment,” Roslan added.
As part of its launch campaign, FCB was chosen to garner awareness for the brand creatively. John Teoh, Offspring Inc.’s Chief Marketing Officer, said, “FCB SHOUT has a proven reputation as brand-builders par excellence.”
“The agency’s solid FMCG experience and storytelling capabilities was evident in its proposal. Coupled with a challenger attitude that we also share and their growing cross-border capabilities, we are confident that it will take our brand to the next level,” he said.
Teoh also told A+M that the company is now focused on two key areas when it comes to marketing. The first is to bring forth its Australian origins and the strong association to sustainability and organic nature, and the belief that no love is higher than that of a mother for her child.
“We believe that this not only appeals to Malaysian mums but mums all over the world as we continue to grow our international footprint,” he said.
Teoh added that modern moms are now more demanding and savvier about the products they buy for their little ones which is why premium environmentally-friendly and organic products have seen strong growth and demand over the last few years.
“Offspring strongly believes that this will only continue to grow in the years to come and will be very central to all our marketing activities,” he said.
With a footprint across 26 countries, Teoh added that while the brand has learnt from launches its conducted locally, it is also cognisant of the fact that localized strategies will be important in appealing to its target audiences in Malaysia.
Meanwhile, Shaun Tay (pictured left), CEO of FCB SHOUT added that Offspring is the perfect match for the agency’s desire to align with brands that are forces for good.
“The brand has a clear purpose, and for many of us who are parents, it’s one that we appreciate and resonate with. Inspiring consumers who have the means to make sustainable, eco-friendly purchase decisions that are not just good for the planet but also good for us is a little change that cumulatively will go a long way,” Tay added.