Tnuva, Israel’s leading food manufacturer, has been producing milk since 1926 - way before Israel was even founded. With over 2 million cartons produced and distributed across the country on a daily basis, Tnuva’s milk has become a common household commodity. Looking for a way to harness the scale of this medium in order to engage the consumers, on a product that’s found in every fridge in the country. Following the 2016 adult coloring book craze, the Coloring Milk was born. The Coloring Milk is a special edition of Tnuva’s milk cartons - a series of cartons which are completely black and white with illustrations which are an invitation for creativity. The cartons sparked the creativity of consumers from all ages.
The results: meaning a staggering 20% user engagement. Over 200,000 cartons colored every day during the campaign, and thousands of families uploaded their art to the Tnuva's Facebook page. Brand Preference grew by +4.5%. And the entire country took part, with mentions all across traditional and digital media.
The idea, art direction and execution for the campaign were done by Tel Aviv based creative agency - Gefen Team.
Direct advertisement created by GefenTeam, Israel for Tnuva, within the category: Education.