I. Company Profile
Company Background
“Nourishing Filipino Dreams”
Alaska Milk Corporation first started developing its products through a joint venture with Holland Milk Products, Inc. In 1972, the company offered Alaska Evaporada Filled, Sweetened and Chocolate Sweetened Condensed Milk to the market. Since then the company became the number one brand and continued to expand its reach into other segments of the industry.
In 1976, Alaska Milk Corporation became widely known as it launched its advertising strategies which featured the “One-on-One” campaign where the famous line “wala pa rin tatalo sa Alaska” originated, making its way into every Filipino household all over the country. The company then continued to use well-loved by Filipino sports to widen its market reach and won the various advertising excellence awards in 1977.
In 1982, the company decided to revamp their packaging and developed advertising campaigns to “encourage use of Alaska liquid mild in food preparations”. Not long after, Alaska Milk Corporation expanded its product portfolio line and added the powdered filled milk in 1985 then the Alaska Choco brand in 1987. Aside from that, strong marketing initiatives were also launched in 1986 when it fully invested into sports and partnered with the “Sprint Queen”, Lydia de Vega, as the ambassador for the brand. Also in the same year, the company acquired a franchise in the Philippine Basketball Association which also helped establish the company’s equity in the Filipino market. Since then, the company revolved its advertising campaigns around sports and launched the “Galing mo, Mom” campaign, a public service movement which helped promote good values among Filipino children through basketball, and introduced the Power Camp – a development program for school children.
The company also formed strategic alliances in different food segments such as