Pura Light Start: Returning the glass to half full
Agency: AJF Partnership
Advertiser: National Foods
Author: Lucy Cochran
Total Campaign Expenditure: $2-5 million
STRATEGIC COMMUNICATIONS CHALLENGE
Gone in six seconds - white milk is a low interest category
Selecting white milk at the supermarket is a low involvement, habitual purchase. To the everyday shopper ‘milk is just milk’ and on average, they spend no more than six seconds at the milk fridge. (Sue Cummings Strategic Research May 2006). With the explosion of product choices, these shoppers are oblivious to the finer differences in fat content, calcium...