O&M's new Fruit n Milk TVC harps on health-taste USPs

NEW DELHI: Using the health platform as a proposition for a milk brand is not an alien concept. But Ogilvy & Mather Delhi has used the same USP differently in its new ad campaign for Nestle’s Fruit n Milk. The agency recently released two television commercials for the new brand.



Mothers catching and correcting their children when they are up to mischief is quite common. Of course kids being kids love having fun even if it borders on what their mothers have forbidden them to do. Moms know this and have a habit of keeping tabs on their little ones.

Using this mother-child pecularity as a key, the agency worked on the 'Tasty bhi healthy bhi' proposition to gain acceptance among both kids and mothers.

Says O&M associate creative director Sudip Bandyopadhyay, “There are these do’s sand don’ts for kids. Mothers have their eyes on kids. We have taken situations, where kids normally get caught. But when mothers find children sheepishly having Nestle Fruit n Milk, they don’t find it to be a problem. Instead, they have an expression of acceptance for this.”

The first commercial has two mothers looking for their children. They anticipate them to be on the terrace and up to - as you guessed right - some mischief. As their kids see them approaching, they hide something. After a fair deal of urging, they reveal to their mothers what they are concealing: a pack of Nestle's new ready to drink milk brand.

And their mothers, with a sigh of relief, says this is allowed. The frame then cuts to Nestle’s new product and positioning statement.

The second commercial shows an in-charge of a boarding school catching students in a similar situation with a torch. And the kids face a similar outcome with their headmaster condoning their sipping on their Fruit n Milk.

“The campaign is for the 8-15 age-group. We have tried not only a fresh angle from the taste and health proposition but also from the new product launch perspective. We came up with this, when mothers says 'yeh to allowed hai.' This has been conveyed through the surprise element. Not only to catch kids but also to empathise with mothers,” says Bandyopadhyay.

The commercials have been directed by Red Ice’s Koushik Sarkar. The campaign has been extended to POP, with snapshots from the commercials. The outdoor campaign has rolled out nationally.

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