Aiming squarely at the teen demographic, LOF International Dairy has revitalised its Malto line with striking new packaging. The brand now projects a daring, nonconformist vibe through a bolder, more matured and darker aesthetic, highlighted by the ‘Shake It Off’ tagline in dynamic graffiti. This transformation is a clear move away from Malto’s former cute-character branding.
To embody this fearless spirit, Malto tapped IVE singer Jang Won Young whose “Lucky Vicky” mantra of unwavering optimism perfectly aligns with the brand’s audacious vibe. As a global idol who motivates young people, she was the obvious choice to represent Malto in Vietnam.
Malto’s product range:
- Sparkling Yogurt – Vietnam’s first carbonated yogurt drink, containing 5 billion Postbiotic Lactobacillus, offering a refreshing taste, helping with digestion, and eliminating heaviness.
- Jelly Shake Fruit Juice – made with natural fruit juice and chewy jelly pieces, providing a boost in spirit and enhancing connections.
- Chocolate Mint Barley Milk Jelly Shake – an exciting chewy drink experience with a unique blend of chocolate and mint flavors, supplying energy for an active day. Enriched with vitamin D3 and calcium for bone growth, along with vitamins B1, B3, and B6 to support brain function.
- Natural Fermented Yogurt Drink with Grape Flavor and Jelly Shake – packed with soluble fibre to aid digestion, helping young people stay fueled and passionate.
When brands lean into a ‘dare-to-be-different’ persona, they must embed authentic counterculture cues throughout their identity to keep that edge alive. Malto’s real challenge will be sustaining that rebellious spark over time.
