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

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