Milk

By: Chad Hohnke

Positioning Statement
To members of our target market: milk is more its a
part of our daily diet, it is the accessory to almost
every ingredient, and it is the secret beauty product to
improve skin care.

Creative Brief
We know that milk is something we consume, but we
feel that milk has lost its life through packaging. We
want to bring new life into the display of milk
packaging, while keeping it simple. Most importantly
we want people to know milk is more, by
implementing the skin care line Mootiful from dairy
milk.

Target Audience
Adults ages 18-35
Women ages 18-60

Competitors
Skim milk, coconut milk, almond milk, etc.
Other beverage items
ALL skin care products that have been implemented
for a long time: (Neutrogena, Clinique, Aveeno, Loreal,
Oil of Olay, Burts Bees, Honest, Retinol ROC, Mary Kay,
etc.)

How are we different?

Milk is a classic product, but we will make it stand out
from the crowd of other beverages. Mootiful by Milk is
something that essentially no skin care product has
tried, this will intrigue people to buy and switch their
skin care product.

How are we perceived?

Were quirky and fun, and not afraid to stand out
from competitors.

How is product perceived?

A new face in every sense of the word.
Unique to the eye, familiar to the mind.
Unique to the mind, appealing to the eye.

Message
Milk is More!
Mootiful can improve the skin, in a way you never
thought possible.

Tone
Shocking!

Thats
unMOOlievab
le
!

Imagery
Packaging of milk needs to be a unique design colors
that are appealing to consumers and are easily
distinguished
Mootiful needs to be unique to other skin care
products, that appears clean, different, noticeable, and
something that encourages people to try.

Prospect Definition
Molly the 25 year old milk maiden.

Creative Concept
Skin Care
Repackaging- Different Colors for packaging Create
Designs for each whole, 1% & 2%

Research: Skin Care

Benefits of using milk on skin according to Dr. Surbhi:
Milk owes its moisturizing properties to water, fat
and proteins; and it is truly a wholesome
moisturizer. To maximize moisturizing benefits, use whole
fat fresh milk; however, if dryness persists, shift to fresh
milk cream (malai).
Milk can remove oil soluble impurities owing to fat-soluble
enzyme lipase, protein based impurities owing to the
protease, thus milk and its products can actually give
you more balanced skin, removing unwanted oils in
oily skin and yet provides moisturizing fats in dry
skin, and both in combination skin type.

Research: Skin Care

According to natural beauty expert Paige Padgett:
Cleanser

Have sensitive skin that seizes up at the thought of being

touched by a traditional foamy cleanser? Padgett recommends
trying out whole milk as your daily cleanser. "It's gentle, yet
effective in removing excess oil and makeup," she says.

Exfoliator

Milk contains lactic acid, which is a form of alpha hydroxy acid

(AHA), the same ingredient in upscale chemical exfoliants. AHAs
work to reduce wrinkles and boost collagen while
smoothing skin overallwithout irritating skin with gritty
exfoliants. Simply soak a cotton pad in milk, and sweep it over
your face and down your neck. "It's a gentle exfoliation," says
Padgett. "Not like a fruit acid or enzyme, which can be harsher."

Research: Packaging-Design
Particularly, consumers who like packaging that has an
appealing design also look for brands that are on sale
or promotion (72%) or low price (70%).
Design is a factor for shoppers of limited-edition,
seasonal, or special release products, 24% of whom
say they like packaging that has an appealing design.

Research Packaging-Carton
According to Berkley Wellness:
Just three days in a lighted dairy case can lead to a significant
reduction in nutrients. It also leads to a faster breakdown of
substances that cause milk to spoil, creating off-flavors and that
telltale sour smell. If you find your milk is spoiling too fast, switch to
cardboard or opaque cartons.
According to Mintel:
Consumers might be more willing to purchase an intriguing package if
its on-sale or has a low price. Pricing should be considered a sensitive
issue because most respondents look at the price tag before
considering products for their design, portability, or eco-friendliness.

Slogan

Print Ad

Digital Ad

Digital Ad

D a r e t o b e d iffe r e n t ?
M

o o tifu l
B y M IL K

Storyboar
d

Point-of-Purchase
Milk is

M ilk

M ilk

M ilk

W
HOLE

W
HOLE

W
HOLE

M ilk

M ilk

M ilk

W
HOLE

W
HOLE

W
HOLE

MORE

M ilk

Milk

Milk

TW
O

TW
O

TW
O

M ilk

Milk

Milk

TW
O

TW
O

TW
O

Milk

M ilk

Milk

ONE

ONE

ONE

M ilk

M ilk

M ilk

ONE

ONE

ONE

Interactive Concept
Social Media- Before and After Stories

#Mootiful
Facebook

Instagram

Twitter

Frederike Frog

Ads

D a r e t o b e d iffe r e n t ?
M

o o t i f u l
B y M IL K

MIL
KInformation

American Dairy Association and Dairy

Council, Inc.
Interstate Place II
100 Elwood Davis Road
North Syracuse, New York 13212
dairyinfo@adadc.com
P: 315-472-9143
F: 315-472-0506

(568,952) ratings )
1,685,741 likes ~ 821,414 talked about this~ 15,873 were here

Photos

Molly Milkinson September 12, 2015 via

mobile
OMG. Update on my skin. I cant believe this milk
thing really works?!!!!! #Mootiful

Friends

o o ti fu l

By M
ILK

Dare to be diffeent .

Conclusion
New Packaging Beverage
Skin Care Mootiful