"By challenching people to stand up for their favorite color of milk, we can make milk a topic that will be talked about."

Client: Arla
School: Berghs School of Communication
Role: Strategist

The brief:

How can we get people in the age of 18-25 to buy more milk?

My role:

By challenging people to "stand up" for their favourite color of milk, we knew that we could make milk a popular topic for discussion. We believed that the target market would re-discover milk, by talking about it, just like we did during the process of this project.

Solution:

People have, whether they drink milk or not, an opinion of which color of milk they prefer. There is also a saying that things that are very “lagom” could be “mellan mjölk”.

By challenging people to "stand up" for their favourite color of milk, we knew that we could make milk a popular topic for discussion. We believed that the target market would re-discover milk, by talking about it, just like we did during the process of this project.

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