VMS club case 2MORROW
Task
Raising awareness of and knowledge about the technology of UHT milk processing, promoting UHT milk unbranded category as a ecologically beneficial, convenient and contemporary product and dismantling myths and prejudice about UHT milk, which grow out of lack of information or due to strong milk traditions.
Ideas and solutions
UHT milk media on social platforms – a long-term versatile edutainment project with a carton of milk pack as a charismatic and minimalistic communication hero. The milk pack became a symbol of unbranded category. By cross-referencing the insights of our audience with the benefits of UHT milk, we found key territories for our UHT brand media: healthy & balanced lifestyle, technologies & sustainability, children & family. All the content is to be created on these territories.
