Teenagers these days are part of one of the most innovative generations we’ve ever seen. For them, nothing is ever exactly what it seems. Everything can be changed. Everything can be improved – well, maybe not always.
The latest campaign from Primo by Colenso BBDO celebrates the brilliance of young Kiwi minds. It’s called Primo Flavour Labs and its goal is to prove that when it comes to flavoured milk, they’re willing to try anything.
Primo Flavour Labs is an insight into Primo’s innovation lab. “We take a look at the accidental successes, the on-purpose successes, and the complete failures that happen when crafting New Zealand’s yummiest flavoured milk,” says Fonterra Brands marketing director Clare Morgan.
“It launches with a series of online videos showing a few of our own flavour experiments, then invites young New Zealanders to get involved. Their task – to leave no stone unturned in finding the next great Primo flavour. The best entry wins $10k.”
“Their task – to leave no stone unturned in finding the next great Primo flavour. The best entry wins $10k.”
The campaign is fronted by two young innovators who set out to answer some of flavoured milk’s biggest questions: What would two-minute Noodle Primo taste like? If the milk is spicy, does it still stop spice? Would Onion Primo make you cry? Does drinking Musical Primo mean you can all of a sudden dance? Can you milk a goose?
“This is exciting for us!” says Morgan. “Primo is all about providing flavours that young New Zealanders want. So to get them involved in the flavour making process is a dream come true for us.”
“It’s so awesome for Primo to celebrate innovation” says Thomas Darlow, creative group head at Colenso BBDO.
“There’s something about letting teenagers know that it’s okay to try something and get it wrong that’s so refreshing to see.”
The campaign launched on Friday July and is supported by OOH.
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CREDITS
Client: Fonterra
Marketing Manager RTD Beverages: Kerry McKenzie
Project Manager RTD Beverages: Debbie Martin
Creative Agency: ColensoBBDO
Creative Group Heads: Beth O’Brien & Thomas Darlow
Art Director: Harry Skelton
Copywriter: Lauren Southon
Business Director: Emily Brockie
Planner: Philip De Muelemeester
Head of Broadcast: Jen Storey
Senior Integrated Producer: Serena Fountain Jones
Production Company: Fish&Clips
Director: Dean Hewison
Producer: Saffron Jackson
Post Production: MandyVFX
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