Colenso BBDO has long worked on Fonterra’s major brands like Anchor, Tip Top, Fresh ‘n Fruity and Mainland and it’s gradually been adding new chunks of the business to its roster, with the most recent being the addition of some smaller brands after Shine shacked up with Goodman Fielder. Now it’s added some more after the agency was appointed as the social media partner for all of Fonterra’s brands after a competitive pitch.
Browsing: Craig Irwin
Goodby Silverstein and Partners’ Got Milk? campaign for the California Milk Processor Board was one of the most memorable campaigns of the ’90s and became part of the pop cultural furniture in the US. It helped increased milk consumption in California, it has spawned a host of parodies and it’s still going strong today. So why is the phrase being used by Fonterra to advertise its Anchor brand?
There’s been a whole heap of chatter about Anchor’s new light-proof bottles over the past few weeks, plenty of it negative. But one month after the first bottle was produced, Fonterra Brands’ group marketing manager Craig Irwin says the innovation is already paying dividends in terms of increased sales and share.
Fonterra, in what it’s calling a game changer for the dairy industry, the most significant innovation project Anchor has ever undertaken and a world-first, has launched a light-proof three-layer bottle that claims to improve the taste of milk. And the campaign by Colenso BBDO uses a herd of magical, sun-avoiding glass cows to promote the benefits of the new technology.