Making The Nation
Passionate About Milk
23.02.2009 | New Work
W+K London, in conjunction with Belgian stop motion animators Pic Pic, has created another unique campaign for Cravendale, breaking today, 23rd February 2009. The new executions feature the animated cow, cyclist and pirate that were introduced in 2007, and highlight Cravendale’s brand positioning to make the nation passionate about milk, whilst emphasising the key consumer benefits of Cravendale including the brand’s USP – purity.
Breaking spot ‘Bad Bull’ highlights Cravendale’s purification process, while ‘Slurp’ shows how milk can be enjoyed throughout your life, no matter what age you are. The final ad which will break later in the Spring, ‘Toe Tapping’, demonstrates that milk is as good hot as it is cold.
The TV is supported by a print campaign which highlight Cravendale’s purity benefit and longer life.
Sam Heath, creative director at W&K said: “People don’t really think when buying milk. They just reach for the blue, green or red top. With these spots we wanted to challenge this, to engage people a little more and get them to consider Cravendale.”