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