Kaiku: Recovering the leadership in its home territory
EFFIE AWARD
Challenge
Loss of leadership image in its home market
Entry of traditionally-made products brands looking for a similar position
A decreasing image perception of Kaiku’s milk quality, third place in testing
Strategy
A campaign that avoided product arguments was designed, looking for a lateral communication code.
Using a positive tone, a leadership campaign was set out, which looked for the target audience complicity ‒ despite the given circumstances.
Results
It became the driving force of pasteurized milk.
Even though the aim was originally to create an emotional bond with the target audience, there was also a sales increase of 7% and more than 600 fans on Facebook.
Kaiku was repositioned and the sense of belonging was reinforced.
At the same time, it achieved to modernize the understanding of milk as a product