Calpis First Ever User Generated Video Allows Malaysians To Express Their Creativity

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Calpis rewards the winners of its Instagram Reels Contest by featuring them in an edgy and fun lifestyle video



Giving Malaysians the opportunity to showcase their exemplary dance talent from the safety of their homes, Calpis, Japan’s first cultured milk drink, launched an Instagram Reels Contest in August. As the contest comes to an end, Calpis has picked winners from the Instagram Reels Contest and featured their creative talent in the brand’s first user generated video, launched on 11th of October 2021.

The peppy and uplifting video created by the brand will not only get netizens to groove to the beat but also includes messaging around maintaining good digestive health set to the background music of Calpis’s classic brand tune. 

With the pandemic taking a toll on our overall well-being, the call to spread positivity and to motivate netizens to take good care of their health, including digestive health, is important. Recognising this, the Calpis Instagram Reels contest motivated Malaysians to get up and shake, be creative and acquire a chance to stardom by being a part of the Calpis feature video, all from the safety of their own homes.



“At Calpis, we are always looking for creative ways to engage with our consumers. Considering current circumstances, we needed to reinforce the messaging around good digestive health by encouraging our consumers to channel their creative goodness within through our digital contest. However, instead of just announcing the winners, we wanted to take this campaign one step further by creating the first ever user generated feature video for Calpis. This was, of course, made easy by the amazing entries we received and we thank all the participants for their enthusiasm and trust for the Calpis brand,” said Yee Pek Kuan, Vice President of Marketing at Etika Sdn. Bhd.

To participate in the Calpis Instagram Reels contest, all participants had to do was to create a short and catchy video featuring a Calpis product of any variant namely Original, Mango, Strawberry or Grape and their best dancing skills. The contest ran from 9 August to 5 September 2021.

From the contest submissions, Calpis picked 3 grand prize winners and 14 weekly winners in total. Other than being superstars in the Calpis feature video, the grand prize winners walked away with RM3,000 cash and 1 carton of Calpis 350ml while the weekly winners took home RM500 cash and 1 carton of Calpis 350ml.

Kalnish Kashna Schubert from Selangor has been a loyal customer of Calpis and when she saw the contest, she decided to join without any second thoughts. Her creative dance steps won her the honour of being crowned as one of the grand winners by Calpis.

Zack Ng Chun Ket from Sabah, another grand prize winner from Sabah said, “I am surprised and honoured to be one of the grand prize winners. I have never participated in any competition like this before and winning this award certainly shows that I can groove to the beat!”

Thong Chan Hin from Penang, another grand prize winner who randomly joined the competition to challenge himself and have some fun was also surprised to be one of the winners. He said, “I am very surprised and happy about this success. I'm grateful Calpis Malaysia enjoyed my video and pick me as one of the Grand Prize winners.” He is thankful as the contest gave him a chance to show his talents and he hopes that Calpis fans will continue to support the brand to have a healthier and energetic lifestyle.

“We hope that through this feature video, we can get Malaysians to get up and move and take good care of their health as we move towards a more hopeful future,” echoed Pek Kuan.

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