The chance to win a better lifestyle grabbed consumer attention in the Dominican Republic when Arla Foods Ingredients celebrated MILEX^® milk powder’s 50th anniversary on the market. For topping the list of prizes in the anniversary competition, local families saw the chance to win the house of their dreams.
The idea behind the competition was that we had been a guest in their house for 50 years, and now we wanted to thank them for their hospitality by giving them a house, explains brand manager Mikkel Hangaard Hybel.
Washing machines, ovens and two cars were among the other big prizes - all targeting the desire of many Dominican Republicans for an easier and better life.
MILEX^® distributor Mejia Arcala played a key role in planning and carrying out the competition. And, before that could happen, the distributors had to find a plot of land where the first prize could be built. The house was then used to store the many thousands of entries that poured in during the three-month campaign.

Each Saturday, the week’s winners were drawn from the stack on a popular TV show. A well-known actress appeared in the TV commercial produced to publicise the national event.
The competition brought us into contact with a fantastic number of consumers and strengthened their emotional ties to the MILEX^® brand, says Mikkel Hangaard Hybel.
At the final draw, the winners of the main prizes gave an indication of the competition’s broad appeal. A university lecturer won the house while the cars went to a hospital doctor and a single mum, the latter having sent in 1250 competition coupons!