BRIEF:
Increase UHT milk consumption. More milk consumed, a larger amount of packages TetraPak partners will buy.
CREATIVE STRATEGY:
In order to increase consumption, consumers need more ideas that include milk.
The campaign was devided in teaser and reveal.
Teaser; we asked people a simple question "Hot or Cold?" and we linked with numerous topics so that we increase curiosity.
Reveal:
Hot or Cold - milk is just as good!
Under this umbrella message we then included numerous opportunities for them to drink milk - hot or cold.
The campaign had a 360 approach using sponsored TV show (Razvan si Dani morning show), online activation, print, outdoor and special executions.
Results:
High visibility and awareness for the new milk drinking opportunities
A large number of entries on the website
This campaign won Silver at 2012 Romanian PR Awards