Perfetti Van Melle picks Red Communication for digital business

The incumbent agency for Happydent was BBH Singapore, and Alpenliebe was previously handled by McCann Indonesia.

Each of the three brands targets a different market segment, said Damon Hakim, CEO of Red Communication. “The approach is to find a ‘cue’ for brand recall," he said. "Since it is an impulsive product, it is important to have a consistent single message across media and pin it in the mind of our consumers, so the cue is recalled in the purchase environment.”

A senior brand manager for Perfetti Van Melle said the brand chose the agency based on its past performance and its proven track record with other clients.