DUGRO: Trusted by Million Moms
Background
Dugro is a well-established growing-up milk brand in Cambodia, recognized for providing essential nutrition to children during their early development years. With a strong presence in the mass market, Dugro is trusted by moms who seek both quality and affordability. However, in a category where consumer entry and exit are lifecycle-dependent—with moms entering when raising young children and exiting as their children grow older—brand loyalty can be short-lived.
The challenge, then, was clear: Dugro needed to become the brand of first choice—the one moms instinctively trust and select the moment they decide to start their child on growing-up milk.
Challenges
In the highly regulated milk formula category, where direct advertising is restricted and health claims must be carefully controlled, traditional marketing tactics often fall short. On top of that, Dugro competes in a cluttered market with aggressive price wars, overlapping claims, and little true differentiation at the surface level.
Our objective was to build Dugro not just as a product, but as a companion to moms throughout their early parenting journey, especially first-time moms navigating nutrition choices for the first time.
The challenge was threefold:
- Build brand recall within regulatory constraints.
- Deliver meaningful value and trust to first-time moms.
- Ensure message consistency and visibility across fragmented digital touchpoints.
Strategy and Approach
Using the OXYGEN MATRIX™, we took a strategic route rooted in behavior, culture, and digital connection:
- Through CODE™, we analyzed market behaviors and uncovered that Cambodian moms seek reassurance through peer voices, emotional support, and brand familiarity more than heavy claims.
- With CORE™, we mapped the evolving needs of moms across their journey—from pregnancy through early childhood—pinpointing the exact triggers and emotional drivers that influence first formula purchases.
- RADAR™ helped us monitor competitors’ positioning and tone, enabling us to differentiate Dugro by being more human, more reassuring, and more community-driven.
The brand proposition was solidified around:
“Complete Nutrition for Complete Development”
And the big idea brought to life was:
“The Number 1 Brand Trusted by a Million Moms”—a message designed to instill social proof and mass trust.
Creative Idea and Execution
We designed a digitally-led communication ecosystem that reinforced Dugro’s values at key decision moments, while remaining within advertising guidelines.
Key executions included:
- Community-centric storytelling: Empowering moms to speak for the brand through user-generated content and relatable life moments
- Emotional connection: Highlighting both the rational and emotional reasons moms choose Dugro—trust, affordability, completeness, and support
- Value-driven content: Offering health tips, nutrition guidance, and parenting advice in a non-branded, soft-education format to build credibility
- Identity-driven engagement: Including content that celebrated mom identity, encouragement, and shared journeys—creating a sense of belonging
The creative tone was warm, simple, and empathetic, allowing Dugro to show up as both a support system and a smart choice for moms who care deeply about their children’s development and their family’s finances.
Result
- Dugro achieved consistent sell-out targets across priority markets.
- The brand experienced business growth through both customer acquisition and strengthened retention.
- Dugro’s brand recall and preference score rose, particularly among first-time moms and lower-to-middle-income segments.
- The brand was increasingly seen as the go-to choice for moms seeking a balance between quality nutrition and accessible value.
