“Teenagers these days are part of one of the most innovative generations we’ve ever seen.”
[What Colenso doesn’t want to say is that teenagers think they can do everything better. But let’s allow the agency to continue…]
“For them, nothing is ever exactly what it seems. Everything can be changed. Everything can be improved…”
[Certainly the curiosity and the determination of teenagers to create things for themselves, their way, is worthy. Even when they don’t get it right.]
“The latest campaign from Primo by Colenso BBDO celebrates the brilliance of young kiwi minds.”
It also helps Colenso to create a YouTube series with everything in it that teens love to watch:
The campaign is called Primo Flavour Labs and its goal is to prove that when it comes to flavored milk, Primo is willing to try anything.
Primo Flavour Labs is an insight into Primo’s innovation lab. It shares the accidental successes, the on-purpose successes, and the complete failures that happen when crafting “New Zealand’s yummiest flavoured milk”.
The campaign launched with a series of online videos showing a few of Primo and Colenso’s own flavour experiments, then it invited young New Zealanders to get involved. Their task was to leave no stone unturned in finding the next great Primo flavour. The best entry gets to win NZ$10k.
The campaign is fronted by two young innovators who set out to answer some of flavoured milk’s biggest questions: What would 2-minute Noodle Primo taste like? If the milk is spicy, does it still stop spice? Would Onion Primo make you cry? Does drinking Musical Primo mean you can all of a sudden dance? Can you milk a goose?
“This is exciting for us!” stated Clare Morgan, Fonterra Brands New Zealand director of marketing. “Primo is all about providing flavours that young New Zealanders want. So to get them involved in the flavour-making process is a dream come true for us.”
“It’s so awesome for Primo to celebrate innovation,” added Thomas Darlow, creative group head at Colenso BBDO. “There’s something about letting teenagers know that it’s okay to try something and get it wrong that’s so refreshing to see.”
The campaign launched on Friday July 6 and is supported by OOH.
Credits
Creative Agency: ColensoBBDO
Creative Group Heads: Beth O’Brien & Thomas Darlow
Art Director: Harry Skelton
Copywriter: Lauren Southon
Business Director: Emily Brockie
Planner: Philip De Muelemeester
Head of Broadcast: Jen Storey
Senior Integrated Producer: Serena Fountain Jones
Client: Fonterra
Marketing Manager RTD Beverages: Kerry McKenzie
Project Manager RTD Beverages: Debbie Martin
