Agency: BMP DDB and OMD UK | Authors: Andrew Perkins, Myriam Vander Elst, Helen Croxson (OMD),Sara Donoghugh (DDB Matrix) |
Silver award
The Dairy Council Milk
From bland to brand; how The Dairy Council showed it was made of The White Stuff
This is a paper about turning a bland commodity into a desirable brand. It shows how even the most overlooked, takenforgranted product, in longterm decline, can reinvent itself and reverse its fortunes.
When BMP DDB and OMD UK won The Dairy Council account, milk was a product going downhill fast. It had a poor image, it was...