The Client: Parmalat
The Agency: King James (King James RSVP, Mnemonic, Atmosphere)
The Brief: Ensure Steri Stumpie is entrenched as the preferred flavoured milk in the hearts of young South Africans by tapping into their own personal associations and moments with the brand.
Creative Solution: ‘Everyone has a favourite’ became the key message about the brand. This insight was built into an integrated campaign, providing adorers of the brand a more tangible and exciting platform and means to engage with the brand. A Steri Stumpie playground was created that fans can interact with through the advertising, blog and social media campaign. Top-of-mind awareness were created in the form of billboards and was supported by an Official Unofficial Ambassador’s Program which is run off the Steri blog (www.steristumpie.com) and a new flavour promotion, which will roll out later in the year.
Creative Team: Alex Van Tonder (Senior Copywriter & Group Head), Ryan McArthur (Art Director), Jenny Ehlers (Creative Director), Bruce Wright (Creative Director – Mnemonic), Linton Davids (Designer – Mnemonic), Dan Pinch (Atmosphere)