You only have to visit a supermarket to see the problems that milk has been dealing with. Its position as the “milky” staple is being threatened by battalions of new competitors. And these competitors have in their arsenals the “wisdom” of diet influencers and celebrities and that hot new trend, lactose intolerance.
Then there are energy drinks, soft drinks and fruit juices for milk to contend with.
The feat that Colenso has achieved – making milk cool again, is pretty remarkable. It’s incredibly difficult to turn the tide against the new with something that’s old.
Colenso won Anchor back to back Gold Lions in the Health and Wellness Category with a food that had been pushed outside current “health and wellness” thinking.
Last year, Colenso did that with Anchor X-Ray cast. This year, with Milk Slams.
The Milk Slams campaign, aimed at the keenest uptakers of new trends, teenagers, spoke to its target audience their way – with three unique films featuring words composed and voiced by World Champion Slam Poet, Harry Baker and inventive visuals. Dance and style icon, Parris Goebel, choreographed Blank Canvas, recent design graduate and budding filmmaker, Megan Au, shot Real, and Assembly’s visual effects team led by Jonny Kofoed created Inside-out. Smart media planning put the films where teens were watching.
Colenso BBDO creative chairman, Nick Worthington, added, “Milk is cool, but it’s easy to forget how cool it really is. Kids traditionally do everything their parents tell them up to a certain age, then they do exactly the opposite, so making milk their choice, and not that of their parents is smart. Working with great young artists and writers helped to reframe the brilliance of milk for the next generation.”
The interactive campaign, Anchor X-Ray, was aimed at kids and was also strikingly unique for food advertising. It provided an inventive way to ensure that Kiwi kids with broken bones got the nutrition they needed to help them heal. The idea was simple. When a child broke a bone, he or she was provided with a special Anchor X-Ray Cast pack – a sticker that shows the actual bones inside their arm and vouchers for calcium rich Anchor milk. X-Ray Cast was promoted in hospital and medical centre waiting rooms as well as via targeted online advertising.
Director of marketing, Fonterra Brands New Zealand, Clare Morgan commented, “We know that great nutrition is key for young people to reach their potential, and can milk play a vital role in making sure that they get the protein, vitamins, and minerals they need. But, we also know that we needed to be innovative to communicate this message under the Go Strong platform. The feedback we received from our audience and the Lions we’ve won are an indication that we are getting the milk message across.”
Credits
Agency: Colenso BBDO
Client: Fonterra
Chief Marketing Officer: Andy Dasgupta
Marketing Director: Clare Morgan
GM Anchor: Otavio Faccina
Marketing Manager: Kevin Taffs
Poems by Harry Baker
Production Company (Inside-out, Real): Assembly
Production Company (Blank Canvas): Brett Goebel & Parris Goebel via Studio 23
Filmmaker/DOP (Real): Megan Au
Sound Design: Peter Hobbs @ Harmonic Studio
Media Agency: MediaCom
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