The Client Brief
To introduce the new improved Anchor milk bottle that has added value packaging in comparison to the old clear Anchor milk bottle.

The Product
The new three layered Anchor milk bottle that completely blocks out any light from entering the milk.

The Response
Demonstrators offered consumers to sample light struck and light proof milk in a small cup to find out if they could taste the difference.
While tasting, our staff educated consumers on the health benefits of light proof milk.

Consumer reach of 131,947.  84% of customers who sampled could “taste the difference”.
High advertising saturation through main stream media led to curious customers seeking more information and the ability to test the claim themselves.
Anchor 2 Countdown Parkuranga 5 7 2013 (3)(copy)(copy) 2Anchor 2 CD Hawera 21 6 13 Alex Cox(copy)(copy) Anchor CD Glenfield 11042013 009(copy) NWWAKATIPU-Anchor-120513 (1)(copy)
12(copy)(copy) Nick Rowell 12(copy) ANCHOR NW Albany 20(copy) Anchor2 Tracey Beals PNS Tamatea 09-06-2013 (3)(copy)(copy)
06(copy)(copy)(copy) Freya PNS Wainoni 2(copy)(copy) Anchor2 Tracey Beals PNS Napier 27-06-2013 (1)(copy)(copy) S Thompson WNTeam Anchor PNS Kilbirnie 12 06 13 002(copy)(copy)