Kaiku: Recovering the leadership in its home territory
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
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.
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