CLIENT
Friesland Campina
Faisal Razi, Marketing Director
Faisal Amanat Khan, General Manager - Family Nutrition
Saeed Durrani, Brand Manager - Olper's
Maha Shariq, Assistant Brand Manager - Flavoured Milk
Mustafa Kashif, Management Trainee
Ammar Sohail, Assistant Brand Manager - Olper's
Nabeel Ahmad, Marketing Services Manager
Ateesh Anand, Media & Activation Resource
Hiba Siddiqi, Manager Category Insights
Rubina Asad, Digital, Media, Insights Manager
Osama Khan, AM Insights
AGENCY
Imran Syed, Chief Executive Officer
Brainchild Communications *Lead Agency
Anum Matri, Portfolio Director
Mustafa Daud, Senior Manager - Media Buying
Hasan Adil, Senior Media Planner
Ahmed Mujtaba, Account Lead
Aisha Randhawa, Business Lead - PR
Bullseye Communications
Aiman RIzwan, Director Activation and Strategy
Ali Sohail, Head of Operations
Muneeb Khan, Head of Strategy
Shoaib Qureshi, Managing Director
SEEMEE Productions
Faizan Baloch, Chief Operating Officer
Naveed Arshad, Chief Executive Officer
NielsenIQ (Pakistan)
Rida Asif, Senior Executive - Qual
Sayeda Nisar, Consumer Insights Manager - Quant
SUMMARY
Flavoured Milk category is small with ~70m ltrs annual volume, with stagnant growth. Olper’s identified that the main reason was the lack of association with a relevant consumption occasion and an established consumer-need of the category.
Olper’s identified the most relevant consumption occasion and need, i.e. Tasteful Nutrition in Morning School Breaks which became basis for a new campaign.
The launch, touching across all relevant touch-points, has carved sharp positioning for flavoured milk, evident from its outstanding early performance, setting up category on path of sustainable growth.
