My friends outside of the advertising world often ask me, “B, how do you come up with some of those ideas?” or “It must be so difficult to think of new ads every day. How do you do it?” My response, “I have no idea. Sometimes the craziest concepts are spawned in the most random ways.” Working with a group of offbeat individuals definitely helps as well. I’m fortunate to have an extremely creative crew of right-brain thinkers on my team. Recently, with this ingenious motley crew, I worked on a campaign for the popular milk brand Moo! The objective was to differentiate their Evaporated Milk SKU which was being mistaken for UHT milk. This campaign is a good example of how the creative idea develops, and it will provide an insight on how I became obsessed with a Cow named Moolisa.
A few months ago, our partners at Hand Arnold asked us to develop the campaign. The basic purpose of the campaign was to increase sales but the execution of the marketing could not be basic. At +Pepper Advertising, we aim to create work that stands out from the crowd. To achieve this, our philosophy is to OWN ONE THING (our positioning statement), in that we support our clients towards narrowing the focus of their communication. With this in mind, the creative team was assembled and we determined that the ONE THING in this case was that Moo! Evaporated Milk is made from 100% fresh cow’s milk with no added oils or fillers. To us, the best imagery to communicate this would be a cow, but we’ve seen cows associated with milk brands since they started packaging milk. So the consensus was that a cow would be the main focus of the campaign… but this could not be any ordinary cow….Huh?
