Clovers Mmmilk is the new premium milk product that introduces South Africans to all the goodness of Clover's fresh milk with a subtle hint of vanilla. Joe Public Advertising was briefed by Clover to promote this innovative product that aims to up Clover's “share of throat”.
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.
