Seeking to promote breastmilk in Venezuela, where over 70% of mothers do not breastfeed, UNICEF took breastmilk and packaged it like a formula brand.
With the brand name La Leche Materna, and packaging shaped like a woman's breast, it was positioned as the 'world's best baby milk' to compete against formula milk brands and sold in supermarkets and grocery stores. The campaign reached over two million women.
That is why Unicef launch BreastMilk as a product, with packaging, logo and a whole advertising campaign http://www.latinspots.com/website/comercial.php?id=11963
Advertising Agency: Leo Burnett Venezuela
Client: Unicef Venezuela
Producto: Lactancia Materna
Executive Creative Director: Fabian Bonelli
Creative Director: Ali Armas
Creative Copywriters: Julian Guarin Barkach, Andrea Gil
Art Directors: Eduardo Gomes, Johann Boscan
Account Directors: Fabiola Vega, María Elena Dias
Agency Producer: Nivia Cuevas, Magaly Mayo, Domi Maurice
Country: Venezuela
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Already posted that here UNICEF Venezuela - Breast Milk is Liquid Gold - case study, p.o.s and PSA (so it's still on the front page), but sure, what the hell, lets do it again. Why not.
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PermalinkP.s. good luck with this in Cannes. You've entered it, right?
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PermalinkI second that. This is a great idea.
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