Kuala Lumpur, 25 February 2026 – In a nation that celebrates a great deal of cultural and religious festivities, it’s hardly surprising that Malaysians love goodness: spiritually, culturally, and literally. With two major occasions in 2026 taking place back-to-back (Chinese New Year and Ramadan Raya), Lactel is poised to connect the celebrations as a symbol of togetherness, inclusivity, and goodness.
In partnership with creative agency THE SHOUT GROUP (FCB SHOUT), Lactel launched the campaign “Kebaikan Digemari Rakyat Malaysia (Goodness That Malaysians Love)” – a love letter to Lactel’s yogurt and yogurt drinks, and the role they play in bringing goodness to the tables and tummies of Malaysians in the midst of the festive season.
“Goodness has always been an essential part of Malaysian cultural and religious celebrations,” said Joselynn Lim, Head of Marketing at Lactalis Malaysia. “Besides the emotional goodness, Malaysians also enjoy the functional goodness in the festive-specific treats, snacks, and meals. Our products offer nutritious, refreshing, and tummy‑friendly choices for every festive moment, allowing consumers to enjoy the goodness of Lactel while maintaining their wellness throughout the festive season. Together with our agency partner THE SHOUT GROUP, we’re meeting goodness with goodness!”
“Every brand approaches festive in their own way,” said Syahriza Badron, Managing Director at THE SHOUT GROUP. “Some brands tell emotional stories, others challenge their audience to reframe the way they celebrate. But sometimes, a simpler approach is the most effective. In Lactel’s festive campaign, the product itself takes centerstage, showing how goodness – metaphorical and literal – is the beating heart of every festive moment. And that’s what makes Malaysian celebrations special!”
