In line with the demand for more natural products, Mmmilk is a healthier option created with 100% natural vanilla extract. Besides being free of added sugars and colourants, it has a delicious creamy flavour described by research groups as the taste of ‘melted vanilla ice-cream'
“The inspiration for the television commercial and all other elements of the campaign lies with the consumer insight that the product tastes like melted vanilla ice-cream,” says Gareth Leck, MD of Joe Public Advertising. “We had to create a commercial that both highlighted the unique flavour as well as hinted at the natural goodness of this product.”
The television advertisement shows a beach scene, which at first glance seems to be vanilla ice cream dripping from a woman's hand onto her foot – but if you want to know more, then you'll need to see the advertisement.
“The advert, which was directed by Jonathan Parkinson from Fresh Eye Films, has a contemporary feel,” says Leck, “This is in-line with a fresh new look which has been adopted by Clover in all its brand communication.”
Says Stephen Strachan, the company's Marketing Manager: “All feedback relating to the new product has been very positive since its recent launch and … we are pleased that the new line is getting South Africans of all ages to drink more milk - nature's miracle drink.”
The agency supported the television campaign with magazine advertising, as well as tasting promotions in shopping centres and on beaches.
Pete Case, Ogilvy South Africa 1 day
