MANILA, PHILIPPINES – The digital age often traps us in a cycle of comparison: scroll, compare, repeat. We’re constantly bombarded with curated images of others’ success—subtly measuring our lives against these often-unrealistic portrayals.
The Gold Getter spirit offers a different perspective.
It’s about turning inward and focusing on your personal growth, celebrating your victories, and striving to be a better version of yourself. It’s the recognition that the true journey to progress is measured not against external parameters—but against your own potential.
And that journey needs fuel. That’s where Darigold and the strategic vision of its agency aligned. Invictus Philippines, a solutions-based agency, understands the power of finding human truths.
“Being able to relaunch a brand like Darigold is a happy challenge,” said Laszlo Lim, Managing Partner at Invictus Philippines. “On one hand, it’s a task that allows us to rekindle familiarity and past memories, while still being able to create new value for the brand. On the other hand, the beverage space – especially in milk – is very crowded and highly competitive. But aligning values and beliefs with Darigold really allowed us to elevate the idea of pushing for the best. As an independent agency, we have people that come from diverse backgrounds, and understanding that each of our goals are varied allows us to explore what it means to be a Gold Getter in our individual points of view.”
A brand once synonymous with quality milk in Filipino households, Darigold wasn’t just returning with a range of products—it was returning with a purpose: to empower the Gold Getter within every Filipino. The best solution, Invictus Philippines recognized, was to make the Gold Getter concept the heart of the campaign.
The Darigold Experience last 1st of February 2025 was a direct manifestation of this vision, designed to awaken the Gold Getter spirit within each participant.
Darigold Milk Run 5K was more than just a run—it was a celebration of physical well-being and the Gold Getter commitment to pushing personal limits. The run showcased Darigold FIT, the more-protein and less-sugar option for active Gold Getters.
Darigold Media Press Conference followed the run, an intimate gathering that went beyond product sampling. Media guests heard firsthand the stories of Gold Getters Will Devaughn, Dani Ledesma, AJ Francisco, Darigold Farmer Kaleb Whitby, and Darigold President Dan Hofmeister—all of them are real life examples of dedication and pursuit of better.
Last but not the least, the interactive booths were opened for public engagement. It was an open invitation for more Filipinos to be Gold Getters themselves. They were invited to experience Darigold milk for the first time with product sampling and interactive activities.
Darigold President Dan Hofmeister praised Invictus Philippines for their crucial role. “Invictus has been more than an agency—they have been a true partner,” said Dan Hofmeister, President of Darigold. “From day one, they fully embraced our vision to bring Darigold back to the Philippines. Bringing creativity and a passion for excellence, they executed our inaugural ‘Dairy Run’ and press conference with absolute precision. Beyond their expertise, they were a joy to work with—agile, responsive, and genuinely committed to our success. We couldn’t have asked for a better partner and look forward to more collaborations ahead.”
This deep partnership—one that is built on shared values and a commitment to excellence—was the key to the campaign’s success. “Our solutions for Darigold allowed us to put our philosophy in practice: finding solutions that are agnostic of media,” stated Kankan Ramos, Managing Partner at Invictus Philippines. “It’s about starting with a deep understanding of the brand and the audience. In this case, the Filipino Gold Getters. Followed by crafting the right message, delivered through the right channels with the objective to create true connection. It’s not about forcing a specific tactic; it’s about finding the most effective solution—in whatever form it takes.”
The Darigold relaunch is just the beginning of a new chapter for both the brand and Invictus Philippines. This successful partnership has demonstrated the power of connecting with the Filipino Gold Getter spirit. If you’re ready to craft your own Gold Getter story and on the lookout for an independent, solutions-based agency to navigate the Philippine market, send them an email today at hello@invictusph.com
CREDITS
Darigold Milk Relaunch Project Credits
Client: Jeff Jarchow and Sharon Hollenstein
Agency: Invictus Philippines Inc.
Managing Partners: Laszlo Lim, Kankan Ramos
Client Service: Zelina Baluyan-Villaflor, Martin Jodloman, Carlos Henson
Creatives: JM Villaflor, Louisse David, Dana Andayon, Charles Aquino
Social, PR, Media: Clara Quiambao, Jilleane Mariano, KC Lutao, Nicole Benedicto
Production: Without Limits Corp, Joy Florendo, Benedict Dayao, Starsky Ausejo, HAPI Production, FlipMusic Productions
