Developing a taste for milk
Client
The Milk Development Council funds research and development, produces dairy market information, and promotes milk and dairy products in Great Britain.
Business focus
Milk consumption is in decline thanks to the nutritional and flavour options of juices, smoothies and non-dairy milks. Fewer people are eating breakfast – one of the traditional channels for milk consumption – and milk’s reliance on chilling puts it at odds with popular convenience foods. Kids too aren’t developing a taste for it.
Undervalued and misunderstood, milk needs to reposition itself in a highly competitive market place and communicate its positive health benefits to reclaim its place in the nation’s heart.
Our solution
Our initial strategic positioning work included:
- identifying how, as a generic product, milk doesn’t compete on a like-for-like context with other brands
- how milk needs presenting to consumers in a modern market
- how consumer understanding needs building on to update perceptions of milk
- extensive research with internal stakeholders and consumers
- developing a coherent brand model, positioning and identity
- identifying communication opportunities
- developing identity, photography and tone of voice guidelines.
- Clear articulation of new milk positioning.
- Creation of a cross-generational milk logo reflecting ‘new milk’ as a more specific product.
- Creation of product desire by creating an emotional vs habitual connection based around vitality, simplicity and enjoyment messages.
- Comprehensive identity guidelines.