Creativity

Arla Adds Color to a Dull Town to Introduce 'Best of Both' Milk

Spot by W&K Highlights Brand's Yellow Top

By Alexandra Jardine. Published on Feb 08, 2016

Editor's Pick

A dull town is enlivened by color in this well-crafted U.K. commercial for Arla, which introduces a new product, a skimmed milk called "Best of Both (BOB)."

The spot, by Wieden & Kennedy London and directed by Stink's Keith McCarthy, is set in a town called Compromise (local paper: The Compromised Times) where the inhabitants live in neat but grey-looking houses and shop at a grey store. Once the yellow-topped BOB arrives at the store, the town is infused with splashes of yellow, and its denizens seem to start enjoying life a lot more.

The spot is part of a £7m (US$10m) integrated marketing campaign designed to introduce the product with bursts of yellow, to highlight the product's yellow cap (different from the U.K.'s usual system of red for skimmed, green for semi-skimmed and blue for whole milk). It will include press, digital and social media plus sampling and PR.

The campaign aims to differentiate BOB as a fat-free skimmed milk that tastes more like semi-skimmed, thanks to a process that adds extra protein.

Sophie Bodoh, the campaign's copywriter at W&K London, said in a statement: "The milk aisle is a place of autopilot where people tend to just reach for their usual red, green or blue top. We needed people to notice this new yellow top milk. So we hit them with a big, bright burst of yellow and made that the focus of our story."

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About

Credits

Date
Feb 08, 2016
Agency:
Wieden + Kennedy London
CD:
Dan Norris
Client:
Arla
CD:
Ray Shaughnessy
Copywriter:
Ben Everitt
Copywriter:
Sophie Bodoh
ECD:
Tony Davidson
ECD:
Iain Tait
Agency Executive Producer:
Danielle Stewart
Group Account Director:
Katherine Thomson
Account Director:
Will Hunt
Account Manager:
Amy Kilty
Planning Director:
Caroline Collinson-Jones
Planner:
Rachel Hamburger
TV Producer:
Emma Wright
TV Production Assistant:
Tom Dean
Production Company:
Stink
Director:
Keith McCarthy
Executive Producer:
Jon Chads
Line Producer:
Ben Croker
DOP:
Christopher Sabogal
Editorial Company:
Stitch
Editor:
Tim Hardy
VFX Company:
MPC
Flame Artist:
Petter Lindholm
VFX Producer:
Phil Whalley
Colorist:
George
Music and Sound Company:
Siren
Composer:
Benjamin Seal
Producer:
Sean Atherton
Mix Company:
Factory Sound
Mixer:
Anthony Moore

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