CLIENT BRIEF
KC+ is a Tamil Nadu-based dairy brand
that needed a strong differentiating factor
to rationalise and convert its competitors’
customers to its own. A step-by-step
communication flow was required, entailing
communication on product differentiation
followed by intangible value & emotionaldriven
marketing to further elevate the
brand.
IDEA & EXECUTION
Propose to build the relevance of the
brand in the life and expectations of its
users - the mass market consumer is not
looking at differentiated milk, in traditional
and modern homes, homemakers still want,
‘clean, pure milk that delivers benefits of
good health’. Our approach was to:
- Stay within the established category
benefits and pick one ‘positioning’ that
can link itself to the major benefits
of milk.
- Consistently advocate this positioning
through marketing activities so that we
own it in the long run.
Purity. Guarantee. Only pure milk can truly deliver the
goodness of milk and KC+ Milk puts its
milk through 32 stringent tests to offer its
consumers high-quality, thick pure milk
that delivers the expected benefits and
promotes good health.
We produced a brand film in the regional
language and designed the product
packaging across SKUs.
RESULT
Our packaging featuring the 32-test factor
created a buzz in the market and
questioned market leaders. The sales
volume multiplied and the brand was able
to venture from tier 2 & 3 markets to
tier 1 markets.