THE STORY OF A MILK DROPLET
Brand Situation
Tetra Pak is the global leader in food processing and packaging. Aseptic food packaging technology invented and perfected by Tetra Pak is considered the most important innovation in food industry over the past 50 years. Tetra Pak decided to run an information and promotion campaign in Romania over the benefits of the milk processed by UHT (Ultra High Temperature) technology, on the grounds that on Romanian market only a small part of the milk consumed is processed. Tetra Pak commissioned Brandient for the campaign strategy and design.
Brandient’s Approach & Solutions
Preliminary analysis with the client revealed a somehow contradictory situation. The aseptic carton packaged milk preserves the natural taste and the nutritional properties for a long time, it does not require refrigeration and can be stored at the ambient temperature, features addressing all requirements in food security and consumer convenience. Nevertheless, consumers have not assimilated the technical information provided by the producer, relying instead on urban myths according to which processed milk contains conservatives or additives. Therefore, a new approach was needed in order to change this perception and mainly to inform consumers in a credible, memorable and appealing way.
In order to overcome this communication hurdle, Brandient developed an animated character, the “milk droplet”, who put a friendly and accessible face on the technical information and, as such, it succeeds in conveying the message in a glimpse of an eye. This approach secures both high impact of the delivered message and more credibility, since the animated character is perceived as an enforcing guarantee for the information provided by the manufacturer.
The “milk droplet”, as well as the entire campaign, was created by Brandient designers Eugen Erhan and Alin Tamasan, while Studio 6 took charge of the production for the animated commercial, under the creative guidance of Cristian “Kit” Paul, Creative Partner Brandient.
The campaign communicated through website, billboards, advertorials, brochures and animated commercials shown in cinema theatres.
