Canberra Milk

Category: Rebranding, Print Design, Web Design

Client: Canberra Milk

Tags: Rebranding, Print Design, Web Design

This is a great example of a collaboration between client and agency.

For years the ACT "milk" retail environment was a closed shop. However it was all about to change with the deregulation of milk in the ACT. This permitted competitive brands into the ACT market. This included giants like NSW's Pura Milk.

Canberra was at that time one of only two markets in Australia (the other being Tasmania) that still had fresh milk as the dominant market category - in other states long life milk reigned supreme.

The brief to the Agency was to develop a television commercial that would help ACT Chilled Foods (Canberra Milk) to maintain it's leadership position as the dominant brand in the ACT and to also consolidate Fresh Milk as the preferred category.

After due consideration we recommended a brand strategy that aligned Canberra Milk with a 'natural' advocate and ambassador - the cow or at least a cows brand... OK so "we got the design from one of our suppliers..." .