The Mums from Brownes Dairy and Meerkats present ‘A Hint Of’ flavoured milk range
Once again, the Mums from Brownes Dairy have put their heads together to develop a unique product in the flavoured milk space – a completely sugar and artificial sweetener-free drink that’s good for kids and parents alike. Meerkats wanted to demonstrate product desire in the most human and authentic way possible, with the launch of the new ‘Easy Yes’ campaign.
Based on the insight that mums and dads are often constantly in a state of having to say ‘no’, whilst ultimately wanting their kids to learn and grow, the campaign shows kids finding their own way in life (for parents, a ‘hard yes’) while enjoying the ‘easy yes’ of milk that’s all natural, with no added sugar, sweeteners or nasties.
Miranda Edmonds from Beautiful Pictures managed to capture the natural excitement and curiosity of the kids as well as their love of the product. The TVCs all feature the actual kids of Brownes Dairy employees, and the natural filming style and graphic treatment continues the ‘Mums from Brownes Dairy’ creative theme.
Mel Wiese, Chief Strategy Officer at Meerkats said, “The Natural Silence campaign was an award-winner for us creatively, strategically and at the Effies. Building on success was made easier with the depth of the original insight. Having an authentic view into parenting: the struggles we all face to balance the silence and the noise, the yes and the no, the chaos and the joy, continues to be the beating heart of Brownes’ campaign. I think we all relate better to real, and having such strong strategic and creative talent at Meerkats working together, lets us get there quickly”
“Following up ‘A Natural Silence’ was always going to be an exciting challenge for the new creative team,” Josh Edge, Creative Director, said. “We definitely felt a responsibility to continue the legacy of that work, and keep the spirit of Brownes alive in these new spots. Half the job of these spots is get out of the way of the idea, and Kate, Miranda, Cheese, Xoe and Mylsey were all absolutely essential to maintaining the spirit of the earlier work. They all helped us craft a beautiful series of ads.”
The spots launched with TV and online with pre-rolls on Sunday the 9th with a mix of 15, 30 and 60 second film.
Brownes Dairy also managed to extend their sponsorship deal with The Wiggles to include ‘A Hint Of’. The Wiggles spot will follow the initial campaign in a few weeks’ time and will be the official drink for The Wiggles upcoming Perth tour.
Credits
Brownes Dairy
Marketing Director: Natalie Sarich-Dayton
Marketing Manager: Nicole Ohm
Marketing Manager: Jacqueline Kay
Meerkats
Chief Strategy Officer: Melanie Wiese
Senior Strategist: Barry Walker
Business Director: Gavin Bain
Senior Business Manager: Lucy Stoelwinder
Chief Creative Officer: Martin Beecroft
Creative: Josh Edge
Creative: Rikki Burns
Design Director: Melissa Radman
Design: Rachel Boon
Production
Producer: Nicole Beer (Yoke Productions)
Sound Design: Xoe Baird (XB Studios)
Director: Miranda Edmonds (Beautiful Pictures)
Producer: Kate Downie (Beautiful Pictures)
DOP: Allan Myles
Post Production (Editing): Caitlan O’Connor @ The Office of John Cheese
Post Production (Grading): James Hawkes @ The Office of John Cheese