Rainbow evaporated milk

Inger Bangari

This paper is a demonstration of a communication strategy implemented based on insights gained that led to an international campaign, across six countries, for Rainbow evaporated milk taking it to the number 1 slot in three years.
Agency: TDA DDBAuthor: Inger Bangari

Rainbow Evaporated Milk

INTRODUCTION

This paper is a demonstration of a clever communication strategy implemented based on insights gained that led to an international campaign, across six countries, for Rainbow evaporated milk taking it to the number 1 slot in three years.

This is a remarkable achievement in a declining market, evaporated milk, characterised by negative volume growth over the previous our years.

Rainbow was the number 2 brand in the Gulf region with declining volumes. The strategically developed campaign resulted in rejuvenating Rainbow, strengthening emotional bonding with consumers, building volumes and...

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