Arla’s ‘Best of Both’ takes the fight to supermarkets in Wieden+Kennedy launch campaign

We’re always hearing about the dire fortunes prevailing in the milk industry – supermarkets grinding down prices, supermarkets grinding… – but giant co-operative Arla usually manages to put a brave face on things.

Now it’s launching Arla ‘Best of Both,’ a fully skimmed milk that, it claims, still “tastes tasty.” An obvious enough piece of product development (as in the bread market) but at least it shows some initiative. One that might command a premium, presumably.

Agency Wieden+Kennedy London has produced a nifty launch campaign; from the back catalogue of such efforts when milk ads were all over the place, often majoring on the bottle top (here it’s a new yellow one). With that trademark W+K manic touch.

It all hangs together quite nicely.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.