Vinamilk gets a little cheeky in cut-through campaign for Vietnam market

Vinamilk has taken a swipe at generic milk advertising for its new UHT Milk campaign. Based on the insight that UHT milk advertising is generally homogenous in the already-cluttered Vietnamese media, the Bates-developed, TV-led campaign features a young girl who explores the many clichés of milk advertising in a frank, cheeky manner. "How come in milk advertising, it's always the boy who drinks milk?" she asks. "Girls drink milk too. How come there's always a cow? Everyone knows that milk comes from cows." In the final 15-second version, aired four weeks after the initial launch TVC, the girl explains that the people in the ad with her are "not her real family, they're only actors, and not very good. This (pointing out the Vinamilk carton) is the only real thing".

by | 06/28/2006

Vinamilk has taken a swipe at generic milk advertising for its new UHT Milk campaign. Based on the insight that UHT milk advertising is generally homogenous in the already-cluttered Vietnamese media, the Bates-developed, TV-led campaign features a young girl who explores the many clichés of milk advertising in a frank, cheeky manner.

"How come in milk advertising, it's always the boy who drinks milk?" she asks. "Girls drink milk too. How come there's always a cow? Everyone knows that milk comes from cows."

In the final 15-second version, aired four weeks after the initial launch TVC, the girl explains that the people in the ad with her are "not her real family, they're only actors, and not very good. This (pointing out the Vinamilk carton) is the only real thing".