Dairy category in Vietnam generates over $2 billion in sales annually and is one of the most competitive categories in the market. Four key players (Dutch Lady, VinaMilk, TH Milk, Bavi) aggressively compete especially in Media, POS, Product innovations, Online and Promotions. In Ready To Drink Milk (RTDM) category, where 70% of consumption is driven by kids, competition is even fierce. Pester Power, which is the ability of kids to influence their parents’ purchase, is the main force of switching in this category. All RTDM brands are trying to use “Pester Power” to woo children in the age group of 4-12 years old by constantly launching kids’ on-pack promotions at least twice a year. We needed to communicate the Dutch Lady Brand heritage story with ‘Flying farm’ collectibles launched by the brand as a part of promotions.