In conjunction with the celebration of National Children’s Day on 11 January, Yili’s Thai subsidiary has donated more than 800,000 Cremo ice cream to more than 1,600 schools and educational institutions in Thailand.
Cremo ice cream offers a variety of tropical flavors like mango and durian, which are preferred by Thai consumers. The donation event was welcomed by school children as they queued around the freezers to select their favorite ice cream flavors, at the same time learn the many types of flavors available by Cremo while indulging on the delicious ice cream treat.
Cremo is now the Top 3 ice cream brand in Thailand with the highest growth rate, and its popularity has stretched into other countries in Southeast Asia as well as faraway countries like the US and France, often displayed and sold in high-end hotels and cafes.
An interesting brand positioning for Cremo during the donation drive is “To convey to these children that life is full of diversity and hope, much like the wide range of Cremo flavors,” as mentioned by a Yili Thailand spokesperson. Yili also hopes this unique experience will encourage children to share with others, show care and have positive mindset.
