It has been decades since Quik (now Nesquik) turned children’s “big white vitamin milk” into a chocolatey vitamin pill that kids will drink. Those children (Baby Boomers), and their children (Gen X), are now avoiding lactose (gluten, nuts, soy, fructose, fructans, polyols, eggs and/or yeasts…).

Colenso hasn’t engaged in a fad war. Instead, it is campaigning with milk’s stalwart asset as its standard – that it’s nutrition in a glass – and leading with a story about the “tooth nutrient” (primarily calcium) in which other milks are weak.

The stories will be told through TVCs, online films, and in print, but will also bring the benefits of milk to life in the real world.

That’s where real life poppet, Lila, comes in. Her story about the tooth fairy and her mum’s story about Lila’s fussy eating will be followed by two other sets. And in the real world, Colenso and Anchor (Fonterra) will help parents play with magic games with their children via personalised letters from the tooth fairy.

Steve Cochran, executive creative director, Colenso BBDO, explained, “Anchor milk really does help kids grow up healthy and strong. There’s proof of it in every street in New Zealand. We simply found three great examples and filmed them.”

“Lila made our job easy. Not only was she extremely cute, she did it without a script. She deserves a mention in the credits below,” Cochran noted.

Credits:

Agency: Colenso BBDO

Executive creative director: Steve Cochran

Deputy creative director:  Mick Stalker

Senior art director: Jim Walsh

Copywriter: Lila – aged 5.

Business director: Kat Sliper

Planner: Andy McLeish