Campaign details
Brand: Beyti MilkBrand Owner: International Dairy JuiceLead Agency: OMD EgyptCountry: EgyptIndustries: Milk & dairy drinksMedia Channels: Games & competitions, Mobile & apps, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Social media, TelevisionBudget: Up to 500k
Executive summary
The milk category in Egypt is fiercely competitive, with newcomers spending big to gain market share. At the same time, Beyti Milk faced a positioning dilemma stemming from having a big sister of a brand in Al Maraai and less spending power throughout 2015.
The creation of a...