UNICEF Venezuela: Breast Milk is Liquid Gold

Mother's milk as a brand

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Seeking to promote breastmilk in Venezuela, where over 70% of mothers do not breastfeed, UNICEF took breastmilk and packaged it like a formula brand.

With the brand name La Leche Materna, and packaging shaped like a woman's breast, it was positioned as the 'world's best baby milk' to compete against formula milk brands and sold in supermarkets and grocery stores. The campaign reached over two million women.

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About

Credits
Date
Jun 07, 2011
Agency:
Leo Burnett - Venezuela
Client:
UNICEF Venezuela
Executive Creative Director:
Fabian Bonelli
Creative Director:
Ali Armas
Copywriter:
Julian Guarin Barkach
Copywriter:
Andrea Gil
Art Director:
Eduardo Gomes
Art Director:
Johan Boscan
Agency Producer:
Nivia Cuevas
Agency Producer:
Magaly Mayo
Agency Producer:
Domi Maurice
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