Glass cows shine brightly for Fonterra
Further TV ads will follow milk's journey from the paddock to the consumer.
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EARNINGS
Fonterra says it has seen a positive reaction to its glass cow ad mascot, which will see more air time in coming weeks.
The Anchor brand triple-layered, 100% light-proof bottle was launched late last month and followed it up with an advertising campaign.
Fonterra beverages group marketing manager Craig Irwin says consumers have reacted well and the cow is now the icon of the campaign.
“But the idea was to have something to last beyond this campaign – the proof will be in how well people react, but so far signs are great.”
He says the concept was conceived by Anchor’s agency, Colenso BBDO, when its creatives thought about the origins of milk.
“The seed of the idea came from thinking about when milk actually sees the light."
The campaign is in a pre-launch phase, introducing the cows to consumers, he says.
“We needed to help set up the problem that light ages milk for consumers.”
Further TV ads will show a glass cow and follow milk’s journey from the paddock to the consumer.
Mr Irwin says consumer blind testing shows customers notice the difference in the taste of fresher milk and prefer it.
“We’re one of the biggest manufacturers in the market and it’s important we show category leadership and grow the category.”
Colenso managing director Nick Garrett says the agency was told of the project two and a half years ago and it took six months to create the glass cows. A special software code was required to animate them.
“It’s a game changer for Fonterra and we are extremely proud to be have shared the journey with them.”
Victoria Young
Fri, 05 Apr 2013
Fri, 05 Apr 2013
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Glass cows shine brightly for Fonterra
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