Anchor Film, Digital Must Be Milk by Colenso BBDO Auckland

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Must Be Milk

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Industry Milk
Media Film, Digital, Interactive & Mobile
Market New Zealand
Agency Colenso BBDO Auckland
Released March 2015


Effie Awards Asia Pacific 2016
The Winners Beverages Non-Alcohol Gold
The Winners Brand Revitalisation Silver
The Winners Asia Pacific Brands Bronze

Credits & Description

Category: Beverages Non-Alcohol
Client: Fonterra
Agency: Colenso BBDO / Proximity
Case Summary:
After years of trying to differentiate the Anchor brand of milk in the eyes of New Zealand, in 2015 we made the decision to take a category leadership approach, and help New Zealanders fall back in love with milk again. The result was Must be Milk – a multi level campaign to promote the overall benefits of milk. A brave strategy, which has reversed a ten-year decline in overall milk consumption in New Zealand, and driven a 1.3m litre increase in Anchor branded milk in just four months.