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Dayfresh Flavoured Milk
Dayfresh Flavoured Milk

RAN IN: Pakistan

CLIENT
Dairyland Ltd.

Hina Mughal, Category Brand Manager
Anika Kazi, Brand Manager
Sulaiman Mannu, CEO

AGENCY
Firebolt63 (pvt.) Ltd. *Lead Agency

Zain Kazmi, Account Management
Sarah Yaldram, Creative Head
Shahrukh Raza, Sr. Art Director
Keatan Kumar, Visualizer
Ahmed Ali, Account Director
Khalid Naseem, Planning & Strategy


SUMMARY

Flavored milk is a small segment within packaged dairy. To grow, the way forward wasn’t to grab a greater share of a smaller pie. Growing kids don’t like milk thinking it to be kiddish rather they opt for more “in” drinks with the youth. Competing with energy drinks and sodas wasn’t easy.  We needed to transform the category. To do so, we positioned Dayfresh FM as a ‘cool’ drink for the youth. Our efforts paid off. We gained a 222% volume growth and were well differentiated on all coolness attributes

CASE STUDY

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Hero Medium: BRANDED CONTENT

Medium Featured On Video: EVENTS,GUERILLA,INTERACTIVE/ONLINE,PACKAGING,RETAIL EXPERIENCE,SALES PROMOTION,SAMPLING,SOCIAL MEDIA,SPONSORSHIP,TV

Audience: Teens (13-20)

Objectives: Market share - increase

Type: Business to Consumer