Primo wants young New Zealanders to express their taste by creating a new flavour and to inspire them, it’s teamed up with Colenso BBDO to test out a few questionable milk flavours.
The campaign asks Primo fans to share their ideas on Facebook with the creator of the best entry winning $10,000.
Clare Morgan, Fonterra Brands New Zealand director of marketing, says Primo is all about providing flavours that young New Zealanders want so to get them involved in the flavour making process is "a dream come true" for it.
To show Primo wants no stone left unturned in the search for the next flavour, it’s launched the 'Primo Flavour Labs' video series, giving a supposed look into the company’s innovation lab.
They watch as noodles are placed in the milk to create a Noodle Primo and onions are cut, burned and blended to create an onion flavour.
Most bizarre of all, the innovators are seen attempting to milk an unwilling goose and filtering milk onto a speaker to create a musical milk.
Colenso BBDO creative group head Thomas Darlow says it's awesome for Primo to celebrate innovation.
“There’s something about letting teenagers know that it’s okay to try something and get it wrong that’s so refreshing to see.”
The campaign is supported by OOH elements and over the weekend, the lab was open for Sylvia Park visitors to create their own Primo flavour.
Marketing Manager RTD Beverages: Kerry McKenzie
Project Manager RTD Beverages: Debbie Martin
Creative Agency: ColensoBBDO
Creative Group Heads: Beth O’Brien and Thomas Darlow
Art Director: Harry Skelton
Copywriter: Lauren Southon
Business Director: Emily Brockie
Planner: Philip De Muelemeester
Head of Broadcast: Jen Storey
Senior Integrated Producer: Serena Fountain Jones