You can view videos online by purchasing a subscription.
Videos are not available for download. Some cases only have a video.
If there is no written PDF, only the video is available for the case.
Subscribe here
X
2019 BRONZE BEVERAGES - COLD
PAKISTAN
Dayfresh Flavoured Milk Dayfresh Flavoured Milk
RAN IN: Pakistan
CLIENT
Dairyland Ltd.
Hina Mughal, Category Brand Manager Anika Kazi, Brand Manager Sulaiman Mannu, CEO
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
Bookmark
CASE STUDY
Hero Medium: BRANDED CONTENT
Medium Featured On Video: EVENTS,GUERILLA,INTERACTIVE/ONLINE,PACKAGING,RETAIL EXPERIENCE,SALES PROMOTION,SAMPLING,SOCIAL MEDIA,SPONSORSHIP,TV