Client: Nutricia Milnutri Sure (Danone) | Category: FMCG, Healthcare, Pediatric Nutrition, Growing-Up Milk Formula | Discipline: Integrated Shopper Marketing, POSM, Roadshow Design, Exhibition Stage, Sampling Activation, Floor-Stack & FSDU Design | Scope: Mall Centre-Court Roadshow, Educational Exhibition Stage, In-Store Floor Stack Display, Sampling Booth with Live Promoter & Dispensing Station, Freestanding Floor Display Unit (FSDU) | Campaign Platform: Be Triple Sure | Tagline: Grow Without Compromise | Target Audience: Parents of Children 1–10 Years | Market: Malaysia | Agency: Laugh Contagious Communications, Kuala Lumpur
Most FMCG categories are bought at a single touchpoint — a shelf, an end-cap, a display unit. Pediatric nutrition isn't. A parent choosing growing-up milk for a one-to-ten-year-old isn't browsing impulse goods, they're making a careful, sometimes anxious decision about their child's growth and development. That decision isn't made in one moment. It builds across multiple touchpoints, each doing a different layer of the same job: making the brand trusted. The roadshow makes it feel safe and welcoming. The exhibition makes the science feel credible. The sampling lets the parent verify the taste. The in-store presence proves the brand is real and findable. No single execution does the work alone.
The mall Centre Court roadshow — a giant pack-shaped family photo cutout, balloon archways, and benefit speech-bubbles turning discovery into a share-worthy family moment.
The educational exhibition stage — pediatric nutrition science translated to scale: 1-in-3 picky eaters, stunting prevalence in Malaysia, key growth nutrient education. The credibility moment.
For Milnutri Sure's Be Triple Sure shopper marketing system, we built across the full journey — several coordinated retail touchpoints, one consistent visual world, each doing a distinct trust-building job. A mall Centre-Court roadshow brings families inside a giant pack-shaped photo cutout, balloon archways, and the DHA Roadshow welcome — turning discovery into a fun, share-worthy family moment. An educational exhibition stage translates the science into scale: 1-in-3 picky eaters, stunting prevalence in Malaysia, key growth nutrient education, Catch-Up Growth anchored on either side — the moment that earns clinical credibility. An in-store floor stack delivers bulk visibility on the supermarket floor. A sampling booth with live promoter and dispensing station closes the "but will my kid actually drink it?" objection through real-time trial — uniformed promoter, dispensing equipment, sampling cups, QR codes, hotline. And a compact freestanding floor display unit carries the always-on shopper-marketing presence between activation cycles. Through all touchpoints, one trust journey, Grow Without Compromise anchoring all of it.
The in-store floor stack — bulk visibility on the supermarket floor, with Be Triple Sure communication and the full benefit pillar stack.
The sampling booth at AEON — uniformed brand promoter, branded dispensing station, sampling cups, and live trial closing the "but will my kid drink it?" objection in the moment.
The compact FSDU — the always-on, smaller-footprint version designed to carry the shopper marketing presence between activation cycles.
Designing a single piece of POSM is a creative and structural exercise. Designing the full shopper marketing system — discovery to credibility to trial to purchase to always-on presence — is a different brief entirely. It requires understanding which touchpoint does which job in the funnel, designing each one for its specific moment, and holding a consistent visual system across formats as different as a mall roadshow and a sampling cup. For high-trust categories like pediatric nutrition, healthcare, premium beauty, and supplements, that integrated systems thinking is where the actual buying decision is built. As a creative agency in Kuala Lumpur, we design integrated shopper marketing systems, multi-touchpoint retail activations, and full-funnel POSM ecosystems for FMCG, healthcare, pediatric nutrition, and consumer brands across Malaysia and Southeast Asia.
Capabilities applied to this project: Milnutri Sure POSM, Milnutri Sure Be Triple Sure, Nutricia creative agency Malaysia, pediatric nutrition shopper marketing, growing-up milk campaign Malaysia, integrated shopper marketing system, multi-touchpoint retail activation, mall roadshow design Kuala Lumpur, centre court roadshow, healthcare exhibition booth design, sampling booth with dispenser, in-store floor stack design, FSDU design Malaysia, Danone creative agency Southeast Asia, healthcare retail design.
Got a high-trust category brief that needs more than one piece of POSM — it needs the whole journey?
