CHALLENGE

Fonterra needed to refresh the Anchor Flavoured Milk range for up to fourteen diverse global markets, each with different languages, cultural nuances and varying levels of brand familiarity. The previous sports focused packaging did not translate universally and lacked the simplicity and personality needed to attract younger consumers. The task was to create a design system that could transcend language barriers, hero flavour and deliver strong shelf impact across varied retail environments.

APPROACH

Insights showed that bold flavour cues, simplicity and emotional connection would be essential to lift appeal with younger audiences. We moved the brand away from its sports led heritage and built the campaign around Real Milk Real, a platform that celebrated what makes Anchor trusted. This allowed us to drive messaging such as Real Milk Real Taste and Real Milk Real Energy, reinforcing both credibility and enjoyment.

To add personality and strengthen universal understanding, we brought the packs to life as loveable characters. Each one was created to express Taste, Energy and Strength in a way that felt fun and culturally neutral. This character idea became the heart of the communication system. We showed the characters removing their old clothes, the previous packaging, to reveal their new look underneath. This made the packaging change instantly clear and joyful, even in markets where consumers may not read the language.

RESULT

The refreshed Anchor Flavoured Milk identity delivered stronger shelf standout, clearer flavour navigation and a more youthful and globally cohesive presence. The Real Milk Real platform provided a simple and confident message, while the characters became an engaging device for expressing Taste, Energy and Strength across every touchpoint including point of sale, outdoor, vehicles, trade presenters and promotional items. The system proved flexible, memorable and effective across multiple countries.

KEY TAKEAWAY

When a brand needs to communicate across many languages, character and product truth create universal connection. By combining the Real Milk Real platform with a bold character driven identity, Anchor Flavoured Milk achieved clarity, expressiveness and global relevance, turning a packaging update into a playful and meaningful brand moment.

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