Only Milk Tastes Like Milk
Arla
Issue 49 | December 2018
Agency
Åkestam Holst
Creative Team
Creative Director: Magnus Jakobsson Art Director: Michal Sitkiewicz Copywriter: Rickard Beskow
Production Team
Digital Strategist: Hanna Brochs Agency Producer: Leila Widgren Director: Sara Haag Film Production Company: Giant & Toys Production Company: BKRY
Other Credits
Account Director: Jenny Kaiser Planner: Karl Andersson Planner: Jerker Winter Account Manager: Albin Muji
Date
September 2018
Background
Only milk tastes like milk. The milk market has changes a lot in recent years. There are so many more choices, not least plant-based dairy alternatives that argue they are a great substitution for milk.
Idea
That’s why Arla, the biggest milk brand in Sweden, has created a concept to remind people of something that might seem obvious but that people forget. Other beverages might look like milk. And they might even claim they have similar health benefits. But they will never ever taste like milk. Simply because only milk tastes like milk.
Results
– 62% of the Swedes observed the campaign. – Milk consideration +13%. (In absolute number it meant that 650.000 more Swedes would consider consuming milk again.) – Milk preference +106%. (Preference for milk in contrast to alternatives.) – Arla milk tastes better +37%. (Perception that Arla’s milk tastes better than other brands) – Preference Arla +21%. (Preference for the Arla milk brand.)