Olper’s Milk

Adverts Review
Andrew John
B.A (Hons) III Year
Course Code: 522
Submitted To: Rafia Taj
 Introduction:
•The company was created under the umbrella of Engro
Corporation in 2005.
• Started its business operations in March 2006.
• The company opened two processing plants at Sukkur and
sahiwal and has established itself as a major player in the
food business.
•The Sahiwal plant, which has the capacity of 1.3 million litres,
drained almost 5 million litres of contaminated milk in the last
three years.
•The plant has been established at a cost of Rs. 1 billion
which provides direct employment to 750 people.
 Marketing:
Picking red as the brand color was far an inspired choice. The red
color that has been chosen for the packaging of Olper's milk is quite eye-catching
and distinctive than the colors that have been used in Pakistan in the milking sector
till now. Olper’s went with red as it’s color-a color far removed from the greens
and blues (milk pack) that had become synonymous with packaged milk. The color
also helped to enhance the in-store visibility and presence for olper’s packaged
milk, and the brand was instantly disassociated from its competition. The
marketers at olpers have decided to create its own unique image and then
strengthen the position in the mind of customers by positioning the brand for all
purpose milk that is meant for everyone, especially those who live life to the
fullest.
Olpers ads also show attributes of milk such as good for health. Slogans such
as “Mukammal Doodh Olpers” (complete milk olpers), “Subha Bakhair Zindagi”,
(Good morning Life), Achai Kho na Jaye (Goodness Shouldn't Be Lost) and very latest
is Manao Happy Subha (enjoy happy morning) are used to emphasize on the
healthy lifestyles.
The TVCs were very family oriented and showed the
involvement from each and every member of the household.
The TVCs also casts big stars like Atif Aslam, Shan, Vaneza khan, Fawad khan,
Armeena Rana Khan to capture the attention of the masses. Apart from the
high budget and well executed tvcs olpers aggressive marketing campaign
included free sampling, billboard hoarding and pamphlet distribution. All of
the mediums made this campaign very successful.

Packaging:
Packaging played the huge part in the successful marketing
campaign. Olper’s was the first one to introduce the ecolean
packaging which is convenient to use. It’s easy to grip, open,
pouring and storing, along with the microwave friendly Mini jug pack with an
air handle and scissor free tear option.
It also comes in tetra pack which delivers fresh milk to its customer
without sacrificing in health measures. Tetra pack is basically six
layers packing used to make the package. A twist open bottle
cap was also introduced for the more convenient and hassle free
pouring and storing of milk.

All of the above discussed factors made this campaign very successful and the
sobriety and thoughtfulness of the tv commercials made it distinctive from the
other brands. It is proven to be one of the best marketing and advertising
campaigns.