Pakistan, 4th largest global milk producer. 24 billion litres consumed annually. Majority being open milk consumers. Even after 3 decades of advertising by UHT (Ultra High Temperature) packaged milk giant like Nestle MilkPak, milk consumers did not trust UHT milk.
BACKGROUND
HOW DO YOU SELL PACKAGED MILK TO A MARKET THAT IS
OVER 90%
FRESH open milk!
THE CHALLENGE
Change perceptions that Olper's was in fact, real, pure and nutritious milk that was healthier.
INSIGHT
60% milk consumption happens in the morning.
Breakfast is most important meal; a happy start day leads to a happier rest of the day
Research showed that cows that are well kept and cared for from the morning, gave thicker and more nutritious milk.
THE IDEA
Enabling Happy Mornings - for the cows at the farms, and at breakfast tables with wholesome and nutritious milk.
#HappyMORNING
HAPPY MORNING TV AD
#HAPPYMORNING BECAME a long-term plaTform FOR NEW PRODUCT LAUNCHES AND HELPED OLPER'S BECOME THE MARKET LEADER
OLPER'S CREAM TV AD
OLPER'S MILK TV AD
THE IMPACT
A unique, own-able platform that helped build strong association with Mornings, Nutrition and overcoming conversion barrier of Purity, making Olper’s the no.1 dairy equity brand in the country
Drove penetration for Olper's by 20%+
Double-digit CAGR growth for 5 years in a row