Developing synergies to strengthen Bel brands

In Singapore, the marketing team borrowed from the success of a travel-themed campaign for The Laughing Cow® previously used for the back-to-school season in Morocco. The Moroccan campaign was adapted to Singaporean tastes, and was a crowning success, generating a remarkable increase in sales. It was a perfect example of mining international synergies — an idea whose time has come. In 2015, the theme for an operation previously developed in Vietnam will be deployed elsewhere.