While it might not exactly be in line with the famous ‘milk moustache’ campaign, Tetra Pak’s new ad campaign for 2006, which was unveiled recently, emphasises on the ‘Value for Money’ concept without compromising on the health benefits and marks the second phase of the ‘Good Milk’ campaign.
The campaign involves TVCs, which have been created by Leo Burnett, Delhi are expected to break in from early July across the country. The campaigns will run for 12 weeks and feature two commercials, to be aired on major TV channels.
Speaking about the new campaign, Jayshree M Sundar, President-North, Leo Burnett, said, “2006 is the second phase of the ‘Good Milk’ campaign. This campaign will give consumers a stronger reason to purchase by continuing to break down the identified barriers, focusing on how carton milk translates into higher value and emphasising as to how, for a few rupees more, the family’s health won’t be compromised.”
In 2005, Tetra Pak India had ran an awareness campaign to educate consumers on the benefits of UHT (ultra high treatment) milk packed in Tetra Pak cartons. In continuation of the overall ‘Good Milk’ theme of the 2005 campaign, which featured actress Tabu promoting ‘freshness and purity’ of UHT milk, the latest commercials will convey the message of ‘Good Milk. Great Value’.
Speaking about the new campaign, Drummond Rimmer, Business Development Director, Tetra Pak India, said, “The 2005 campaign attempted to establish basic awareness of the benefits of UHT milk packed in Tetra Pak cartons. There was indeed a positive change in the way consumers regarded carton milk, but there is still a considerable way to go in convincingly communicating the ‘Value for Money’. The 2006 campaign aims at giving consumers a stronger reason to buy carton milk.”
Speaking further on the campaign, Sundar said, “The objective of the campaign is to emphasise the fact that Tetra milk is the best milk and is bacteria free.”
“The campaign will be 360 degree. But initially, it will be primarily TV and retail activity. The focus will be more on women-oriented channels like STAR Plus, Zee, Sony, etc. Tetra Pak will also run a retail activation programme in Mumbai and Bangalore from the third week of July, which will continue for two months. Promoters appointed by Tetra Pak will remind shoppers about the TVC and reiterate its key messages while also urging them to buy milk in cartons. 300 outlets have been chosen in each city for this activity. We are planning to hold events all over India in the key markets. There will be a little bit of print later.”
Tetra Pak began operations in India in 1997 as a 100 per cent subsidiary of Tetra Pak International, a Tetra Laval Company. It provides processing and packaging solutions to brands such as Amul, Nestle, Aavin, Paras, Nandini, Vijaya, Verka, Visakha and Saras, among others.