Puck: #NoSuperMoms Here

Puck, a dairy brand, launched a campaign in MENA to reverse the brand power decline, reinforce brand equity and reposition Puck as mothers' biggest ally in and outside the kitchen.

Campaign details

Brand: Puck Brand owner: Arla Foods Entrant company: Arla FoodsIdea creation: FP7 McCann Dubai Market: Saudi Arabia Sector: Dairy products, fats, oils Media channels: Websites & microsites, Online videoBudget: Up to 500k

Executive summary

A scan through dairy communications targeted to mums will quickly show you that mothers are portrayed as perfect joy providers to everyone around her.

Puck believes that this representation is nothing but a dated stereotype. One that not only puts pressure on her but does very little in...

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