Milk. A force of nature.

Milk. A force of nature.

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Goal
Increase milk consumption
A 7 country brief of the European Milk Forum. In crease milk consumption by re-establishing milk as a natural source of nutrients. Of course milk is seen as “good”, but the nutrient richness is certainly not top of mind.

Idea
Milk.A force of nature.
We decided to present the qualities of milk as one strong, positive idea instead of a boring list of scientific information. Vitamins, calcium, iodine, protein were all translated into: “Milk. A Force of Nature.” The challenge became to bring this milk story in a new, intriguing way.

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Campaign
A new language for milk
We were determined to avoid the stereotypes of happy families, approvingly smiling mums, healthly grazing cows and what have you. Imagine if you could visualise the force of nature using only milk… what would that look like? Bring on the charging knights of our tv commercial, the imposing elephant warriors and the amazon elves. All made in a liquid living way from milk. We were lucky to find partners in Czar and Nozon who could bring our imagination to CGI life. The results were impressive and the consumer liked it.

Results

Impact
The knights scored
77% recall
on the target audience of women.
source: TNS
Something new
91%
found the campaign to be surprising, but at the same time credible.
For 87% it was a totally new way of talking about milk.
source: GFK
Consumption
Consumption went up. Families under 40 bought
5%
more milk, in fact spending 14% more.
Source: GFK
Cheers
We not only sold more milk, we also won some silverware.
The knights won at the Cresta,
Shots and London
International Awards.
They ran away with sapphire
at the Cristal awards.
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