The invented pictogram is not a brand name; the Swedish company intends it as a conceptual signifier for plant-based milks. And it already shows signs of catching on.
Zenith Optimedia and MRM helped Bear Brand get its powdered milk onto young adults' shopping lists, with the help of a TV phenomenon.
SECTOR STUDY: Rising incomes and health awareness drive demand for dairy products across the region, but costs and quality concerns mean the right branding is crucial.
Campaigners and corporations are once again locked in a PR war.
BRAND HEALTH CHECK: Contamination scandals are affecting not only Fonterra, but the New Zealand brand itself, which relies on its image of pure untrammeled beauty for tourism and trade.
SHANGHAI - A large-scale integrated ‘We are parents too’ campaign by Tribal Worldwide has kicked off the official China launch of Fonterra's dairy brand Anchor, which the company previously supplied mainly to airlines, hotels and restaurants.
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