Challenge: In recent years the Hong Kong dairy milk market has become flooded by a proliferation of imported brands claiming to be ‘fresh milk’. The vast majority of these brands, however, are offering Extended Shelf Life (ESL) milk which, in most cases, is up to two months old. This stretches and distorts the meaning of ‘fresh milk’ and fails to make the important distinction clear in the minds of consumers. Our task was to educate and remind the mass population that Kowloon Dairy is the only local dairy brand that can fulfil all the requirements to provide truly fresh milk in Hong Kong.
Solution: Alchemy helped to define true “freshness” by setting 4 supporting pillars, which are Delivered Daily, Made in Hong Kong, Optimum Pasteurization and Daily Raw Milk Collection. A master visual that contains all the elements, along with 4 feature visuals. These were created with low-poly, a rare illustration style that has not been done in local campaigns. The campaign was ran across MTR billboards, bus shelters, mass print medias and POS at fresh outlets. In order to complete the journey and enhance the user experience, Alchemy designed an animated online hub, built with advanced CSS sprites.
Result: The campaign generated discussion and awareness for the definition of real “freshness”. The sales for Kowloon Dairy fresh milk has immediately increased across convenient stores and supermarkets. The online hub had over 80,000 unique visitors within a month and doubled the followers on Kowloon Dairy’s Facebook page. The design and illustration got featured on Behance.net, R/GA’s “Advertising in the Digital Age”, Digital Art Served, Adobe “Inspiration Is…” and AdWeek Talent Gallery.