Nestle launches print campaign for Slim Milk

NEW DELHI: Nestle India has launched a new print campaign for its packaged milk brand Nestle Slim Milk. Created by Ogilvy & Mather, the campaign focusses on propagating milk as a proposition for staying healthy and trim with a stylish presentation of the pack amidst a yellow background.



The campaign, released mainly in magazines, primarily targets the socio-economic class A. Breaking the myth of packaged milk (or for that matter milk on the whole) being only meant for being 'strong' or to put on weight, the agency specifically conveys the message of being slim and trim through milk.

O&M creative consultant, Sudip Bandyopadhyay said, "The brief was to creative awareness about the brand. There seems to be a tendency of ignoring milk for putting on weight and also milk in tetra-packs or packets is being considered as an artificial one. There is also emergence of low-calorie sweeteners and other products. So the whole idea is to reinforce milk as an option for providing a refreshing nourishing boost."

The pack of Nestle Slim Milk is being positioned as drink for fitness and it is mentioned that it is 99.5 per cent fat free. Apart from conveying that calories are kept in check, the concluding message reinforces the packaged milk health proposition by saying: "So, don't think twice before making the switch to a healthier alternative."

"The whole presentation revolves around first glance, which should immediately strike the slim proposition. That's why the pack is shown to be curved (portraying a body with slim waist) in the centre. Instead of using blue colour, we have deliberately chosen yellow colour in the background," adds Bandyopadhyay.

Apart from the print campaign, the agency has also worked on outdoor advertising, which is expected to break in the metropolitan cities soon. Nestle, which had launched ready-to-drink milk market with its Fruit n Milk brand in mango and strawberry flavours earlier, is sourcing its Slim Milk and Fruit n Milk from Dynamix Dairy Industries.

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