MILK COMES FROM COWS
Ask any Pacific Islander where milk comes from and they’ll tell you with confidence: a can. Which is actually true for them because there are no cows anywhere in the Pacific Islands. Probably because there’s not a lot of grass. However, the folks at Sunshine Milk saw an opportunity to reinforce their brand and deepen its ties with all Pacific Islanders through educating their market.
We developed Sunny, a happy cow caricature who has a light-hearted and joyful way about her, to convey the message. She’s the hero on all cans and other package formats of Sunshine Milk, and appears larger than life on mini markets and corner stores. The result has been a new bond between consumer and brand, which historically had been a passive relationship. No doubt Sunny’s educational role will blossom in the future to further develop the message and strengthen the loyalty bond.