Campaign details

Brand: Beyti Milk
Brand Owner: International Dairy Juice
Lead Agency: OMD Egypt
Country: Egypt
Industries: Milk & dairy drinks
Media Channels: Games & competitions, Mobile & apps, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Social media, Television
Budget: 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 creativity platform helped Beyti Milk attain its differentiation in the market. The platform spearheaded the "Lawen Beyti" campaign, which enabled mothers to showcase their children's talent through the Beyti Milk pack, with the ultimate prize of having their drawing printed there and distributed across the country.