Cravendale launches new TV ad plus on-pack promo
Friday May 15, 2015 at 1:45pm
Filtered milk brand Cravendale is launching a major integrated campaign including TV advertising and an on-pack prize promotion. The ‘Milk Drinker’s Milk’ activity has been designed to showcase the premium qualities of Cravendale filtered milk and help add value to the milk category by underlining the taste of the product as a drink. The campaign includes large-scale in-store promotions, VoD, PR, digital and social media outreach, all underpinned by the humorous new TV execution. To coincide with the ad launch, Cravendale is launching a large-scale on-pack promotion across all formats and fat types. Until June 29th, there will be 1,000 Cravendale glasses (as featured in the TV ad and other above-the-line advertising) to be won every day on promotional bottles. In a first for the milk aisle, bespoke branded Cravendale POS will promote the competition at the fixture. Claire Mackintosh, brand manager at Cravendale, says: “We’re excited about the launch of our Milk Drinker’s Milk campaign and can’t wait to see the reaction from Cravendale fans. Both the ATL creative and in-store glass promotion will work hard to showcase the premium quality of Cravendale milk and encourage milk drinkers up and down the country to choose Cravendale as their milk of choice.” The ad was created for Cravendale by Wieden+Kennedy London. Thom Whitaker, creative at W+K, says: “It’s unusual to see a grown man drink milk, so that’s why we created The Milk Drinker – a man who’s not afraid to make a statement, especially if that statement comes in the form of a long, cold glass of Cravendale.” The campaign launched in the UK with a 30” TV spot on Saturday May 9th during Britain’s Got Talent on ITV. The film introduces viewers to a cool, slightly mysterious character showing his love for Cravendale. This milk drinker is never seen without a glass of the white stuff in his hand, whether he’s riding a mechanical bull or throwing shapes on the dancefloor. Shot in a movie trailer inspired visual style, the mustachioed milk drinker’s tale is told through a montage of scenarios that show his unfailing dedication to his trusty, ice-cold glass of Cravendale. The ad seeks to maximise the brand’s exposure amongst consumers and remind milk drinkers of the pure and fresh taste of Cravendale milk, which is never better appreciated than when enjoyed on its own.