A new product launch is meat and drink to an agency. When it’s a question of a new product category altogether, you can imagine the excitement.
The product? A new milk from Robert Wiseman Dairies that really does taste as good as semi-skimmed - but has only 1% fat.
Because many people perceive that Milk – whether whole milk or semi-skimmed – is higher in fat than it actually is, they seek to limit their consumption. While skimmed milk is correctly understood to be ‘fat-free’, it is low on taste and has a ‘watery’ texture. So here was a perfectly conceived product presenting us with the ideal opportunity to kill two birds with one stone: give the market a truly low fat product while keeping all the great taste of semi-skimmed, Britain’s most popular milk. No sacrifice or compromise – how unusual!
Our objective was to establish the brand as the generic for 1% milks in the UK.
We wanted our brand to stand for modernity (‘Modern Milk’) and appeal to a very broad church of people who were interested in healthy living. The brand strategy began with naming the product. We settled on ‘the One’ for a number of reasons, the most obvious of which is, it says exactly what it is – fantastic for a new product launch. It sounds and looks simple and clean, manifesting the modernity we are looking for.
Having decided television was ‘route one’ to creating impact and customer demand, we decided to build our commercial around the song, ‘You’re the One that I want’ from ‘Grease’. The UK’s favourite musical gives us a number of benefits: the familiarity helps our new product cut through the background noise of other commercials, the sing-a-long factor aids memorability; and never underestimate the enveloping glow of likeability.
We introduced a new twist to the Sandy and Danny love story. Shot entirely in a supermarket, the story ends with the girl going off with the One, rather than the boy.
Already, sales have eclipsed Cravendale in one major supermarket chain.
The brand now has national distribution and rolls out early next year.
