Anchor aims to correct milk misconceptions

Anchor, New Zealand's premium milk brand has launched a TV Commercial in China that moves away from the category tradition and asks: Does nutritious milk have to taste thick and creamy? The campaign, created by DDB Tribal Worldwide Shanghai, introduces the brand's tagline: "Light freshness, is the real taste of New Zealand nutrition".https://vimeo.com/113677172"In China, most of the milk TV commercials talk about the thick and creamy taste, which have led consumers to the misunderstanding that nutritious milk must tastes this way," said Johnny Zhu, associate director of marketing - Anchor at Fonterra.The commercial features a moment when one woman had a sip of Anchor milk, the real pleasure she will have, and the scenery appeared in her mind. "In recent years, many milk commercials are shot in New Zealand. And consumers actually already have get used to see blue sky, slow composition or heart-warming scenes,” said Tim Cheng, chief creative officer of DDB Group Shanghai.“But Anchor doesn't want to repeat this same story. We wanted to show consumers the energetic and vibrant side of New Zealand.” To illustrate the light and fresh taste of Anchor milk, DDB's photography team went to New Zealand to capture the natural landscape. The company also posted two viral videos with a hashtag #therealtasteofmilk to illustrate the story behind the milk commercials.A series of digital interactions will also air towards the end of the year.Credits:Advertiser: FonterraBrand： Anchor MilkCampaign：Light Freshness is the Real Taste of New Zealand NutritionCreative agency: Tribal Worldwide Shanghai, part of DDB China GroupChief creative officer: Tim ChengGroup creative director: Li ZhengAssociate creative director: Jing WuCopywriter: Yan LiuBusiness director: Mirabelle NgSenior account director: Jack YuAccount manager: Cassie DaiSenior producer: Cherry WangHead of brand planning: Denise TangTVC director：Rongsheng Huang