The One Show
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Category
Integrated Branding / Consumer Campaign
Annual ID
150539A
About the Work
There are many misconceptions about German Discount food store in Sweden. One is that their milk come from Germany. In Sweden almost everybody love their milk, but they only drink milk from Swedish cows. A man named Bosse Elfgren even wrote about on Facebook saying "Why the heck should I buy their German milk?". To his surprise his tiny post got a huge reply - The name on Lidl's milk changed to "Bosse's Milk - the newly designed milk carton even had his fb post and picture on it. 3,6 million milk cartons were re-printed and distributed to all Lidl stores in Sweden. And Bosse himself could read about in a national print campaign, outdoor campaign and even an ad on national TV. All directed directly to him. Bosse became a national celebrity and in just one month the sales of milk rose 8,2% compared to the year before.
2015 Awards
Total Points: 5
Merit
Credits
Agency
INGO Stockholm / Stockholm
Art Director
Rikard Holst
Executive Creative Director
Bjorn Stahl
Writer
Josefine Richards
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