What’s this milk bottle?

Lactel

Baptiste is investigating on the farm

Lactel is overturning common ideas about milk by creating a web series which documents the journey of milk from its collection at the farm to the dairy.

Lactel is overturning common ideas about milk by creating a web series which documents the journey of milk from its collection at the farm to the dairy.

Lactel, the milk market’s brand leader and pioneer of organic milk in France, is overturning common ideas about milk by creating a web series documenting the journey of milk from its collection at the farm to the dairy.

Nowadays, the dairy industry is regularly criticised on social networks and the false ideas about milk are accumulating:
- 31%* of consumers have doubts about how natural milk is.
- 29%* don’t trust milk.
- 28%* wonder about the origin of milk.
Milk is perceived to be an essential product less and less, and the pleasure of consuming it is decreasing.

*source: Uses and Attitudes quantitative study – Institut GFK – 2016.

The question: How can the image of milk be re-enhanced, consumer confidence regained, and Lactel continue to be the no. 1 brand?

Our idea:
To create an educational web series using the claim “What’s this milk bottle?” from the brand’s mythical advertisement “Dad, what's this milk bottle?” and to hand over to those who ask the most questions: the children.
As such, Baptiste, aged 9, a curious, impertinent little boy, goes behind the scenes to meet those who really make milk: the farmers and Lactel teams.

Through three episodes, Baptiste leads an investigation at the farm, at the diary, and at the quality control unit in order to answer the questions that everyone is asking about milk: Where does it come from? How is it transformed? Is milk always good quality?

Baptiste is investigating at the diary

Baptiste is investigating at the quality control unit

Backstage tournage

Roll-out
The web series comprises three episodes, each lasting 90 seconds, broadcast on YouTube and available in short publicity formats of 15 seconds. A page has also been created on the Lactel.fr website using the campaign’s colours. This retraces Baptiste’s journey and the different characters that he meets during his investigations.


Projects.