3 Crowns Milk - Treasure Beyond Measure

Background

In a category filled with the narratives of energy and vitality typically associated with milk, Three crowns, being a player in the low-cholesterol space, had previously gone against this norm by positioning itself around mothers, specifically taking care of their hearts through our low cholesterol and heart friendly milk. This was no doubt a positioning that had previously taken the category by surprise but like every brand platform, it was vital for us to keep looking for newer and fresher ways to communicate our brand message.

The Problem

Over the past year, the milk segment in Nigeria had been experiencing a decline in volume due to increased inflation, limited affordable entry packs, preservation challenges due to the poor power supply in Nigeria and inflexibility in usage occasion i.e. limited to in-home consumption. These category wide issues had seen the consumer react in a couple of ways; they either ration their consumption quantity, swap to different packaging alternatives, switch to more affordable brands or leave the milk category altogether choosing to consume creamers which are a cheaper alternative. With 78% of consumers admitting they pay attention to prices and 46% stating they go out of their way to find the best prices, the gravity of our task was laid out to us.

As a brand that had the singular purpose of taking care of mum’s heart through a low-cholesterol and heart friendly milk, we couldn’t let these issues get in the way of milk consumption. So the problem for us became quite simple: How do we get individuals to see the importance of milk and the need to consume milk despite the economic and category challenges serving as a stumbling block?

Our Solution

To show the importance of milk, we needed to put the spotlight on who was going to consume the product; in our case, mothers. As a brand that’s good and healthy for mothers, we put the spotlight on them showing how they deserve to be appreciated and kept healthy because of the invaluable role they play in the homes, in our lives, and in the society at large. This need to show appreciation and keep them healthy was essential because our research had shown that mothers largely play a role often bereft of appreciation because regardless of whether she’s appreciated or not, she would never stop being the person she is.

As a result of this research, it dawned on us that while the love, care, and help mothers provide might come for free, it was still priceless. This singular insight birthed the campaign - Treasure Beyond Measure because while mum may give her love for free, the price of everything she does can’t be measured. This narrative helped show just how important 3 Crowns is to keeping mums healthy because we played a pivotal role in taking care of mums because they play a priceless role in the lives of the family and society.

Execution

Our creative execution had to take a 2 pronged approach. We had to ensure we showed the priceless roles mum played in our lives, we also had to show the importance of 3 crowns milk in taking care of mums. Our thematic TVC showcased emotionally relevant scenarios of 3 different mothers across the 3 major ethnic groups playing their priceless roles in different ways. We also used print creative to communicate both emotional and functional benefits of the brand.

Results

For Three Crowns, the brand experienced growth in some key metrics compared to the previous quarter and also compared to key competitors in the category

TOMA: +5

Considerations: +2

Brand Power: +1

On social, we experienced positive page growth adding about 5000 new followers across platforms vs the previous month (August vs September)

The video also garnered over 500k views in the first week of release on Youtube.