The campaign continues to feature the animated cow, a cyclist and a pirate, which were introduced in 2007. The latest TV instalment created by Wieden + Kennedy broke this week and is the first of three executions for 2009.
The brand has also redesigned its ‘Milk Matters' website, created by Outside Line, and introduces a new brand character which interacts with users and educates them about Cravendale. Users will be able to subscribe to a newsletter.
New packaging, which rolls out at the beginning of March, attempts to support the fun ethos of the advertising and consists of new colour-coded labelling and ‘did you know' sections. The skimmed version also highlights the brand claim that it is more isotonic than water and other after-sport drinks. Also, the brand claim that they are the first to be recognised as being beneficial to dental health by the British Dental Helath Foundation (BDHF), and all bottles will carry the BDHF approved logo on pack.
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