Vonpar Design & Branding MU-MU MILK PARADE by Dcs

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Industry Milk
Media Design & Branding
Market Brazil
Agency Dcs
Creative Director Roberto Callage E Régis Montagna, Rafael Bohrer
Art Director José Pedro Bortolini, Maurício De Oliveira
Copywriter Eduardo Boldrini
Designer Davi Dos Santos
Producer Clarice Dias, Ana Paula Luce, Mariene Braga, William Amaral
Released August 2010

Credits & Description

Category: Public Spaces
Product/Service: LEITE MU-MU
Agency: DCS
Date of First Appearance: Aug 10 2010
Entrant Company: DCS, Porto Alegre, BRAZIL
Creative Director: Roberto Callage (DCS)
Creative Director: Rafael Bohrer (DCS)
Copywriter: Eduardo Boldrini (DCS)
Art Director: Mauricio Oliveira (DCS)
Planner: Pedro Talhari (DCS)
Planner: Gilberto Giustina (DCS)
Planner: Romulo Frazão (DCS)
Account Manager: Priscila Barbosa (DCS)
Account Director: Adriane Kampf (DCS)
Designer: Davi dos Santos (DCS)
Art Director: José Pedro Bortolini (DCS)
Web Designer: Ana Laydner (DCS)
Media Director: Ana Esteves (DCS)
Media Executive: Andreia Santos (DCS)
Media Manager: Luisa Bernardes (DCS)
Producer: Clarice Dias (DCS)
Producer: Ana Paula Luce (DCS)
Producer: William Amaral (DCS)
Producer: Mariene Braga (DCS)
Media placement: Temporary Exhibition - Streets - 10 August 2010

Describe the brief from the client
We were given the mission of launching the Mu-Mu Milk in Rio Grande do Sul, southern state of Brazil, a market encompassing 11 million people.

Describe the challenges and key objectives
Milk is all the same. They all look and taste de same.
So, how could we make our product stand out in a market with several traditional brands?

Describe how you arrived at the final design
Inspired by the cow in our logo and the colours of our packaging, we decided to put the two together and bring the world's first CowParade exclusively connected to a brand. We turned design and art into media.

Give some indication of how successful the outcome was in the market
More than USD 40 million in spontaneous media, reaching more than 10 million people.
Leadership in just 3 months, jumping from a 4% market share in July to more than 17% in October.
The cows auction broke records in Brazil, collecting USD 850,000.00 for institutions that serve children.