Challenge

With increasing competition in the luxury dairy segment in China, Mengniu aimed to create a new experience under the brand slogan ‘Not every milk deserves the name Milk Deluxe’.

Strategy

Milk Deluxe invited the audience to pay attention to “99 better plans” and to start a better life with a cup of Milk Deluxe. Customers were directed to a Kickstarter-like crowdfunding platform, where they would see 99 better plans across six categories of life-changing innovations. Consumption of Milk Deluxe is converted to points and invested into the kickstarter programs. A combination of TVC, print media, outdoor and digital media made “starting better, starting with milk Deluxe” more than a just slogan.

Results

2%
increase brand recognition
6%
increase brand recommendation
25%
sales increase in

Next Project

HYLINK THINKS
Conference Call Bingo is the best game ever. Why Doesn’t the Wifi Work When You Need It? Firing Yourself Up is the Best Promotion. How rich would you be if you had a dollar for every slide you had to write? Where’s the Free Food? Smart Thinking Equals Endless Possibilities. Back To The Future is the best movie for agency professionals. Advertising is like dating. Always dramatic. It’s Five O’Clock Somewhere. Such as, right now. No Copywriters were harmed in the making of this sentence. Advertising is like a marriage - keep it fresh or else it goes up for pitch. Manifestos are a great reason for beer. Or gin. Napa Valley should sponsor Advertising Agencies. “Programmatic” is a great conversation starter. Or killer. We don’t swipe. We click. Making that logo bigger, or smaller. Since 1994. This message was brought to you by Independence.