How advertising moved Carnation from ‘back of pantry’ to ‘front of mind’
Agency: Publicis Mojo
Advertiser: Nestle
Author: Lynn Clift
Total Campaign Expenditure: $l-2 million
STRATEGIC COMMUNICATIONS CHALLENGE
Q: In an era when ‘fresh is best’ - how do you sell milk in a can?
Carnation evaporated milk, has been in Australian kitchen cupboards since World War 1. The iconic red and white tin, and its creamy contents have remained unchanged for over 100 years and formed the base of many Australian family favourites. But Carnation now found sales were slowing and the brand was struggling...