Anchor wrangles a herd of glass cows in new tvc for light proof milk bottle via Colenso BBDO NZ

Colenso BBDO Auckland was given the task of launching Anchor’s biggest innovation in milk since the 1960’s – their new 100% light proof milk bottle.

Born of the insight that light ages milk, Anchor set about creating a triple-layered bottle that would lock in the goodness and keep milk tasting fresh and delicious, from the first glass to the last.

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Says Nick Garrett, managing director of Colenso BBDO Auckland: “When they shared this innovation with us two and a half years ago, we couldn’t wait to get it to market. It’s a game changer for Fonterra and we are extremely proud to be have shared the journey with them.”

When developing the creative platform for the campaign, Nick Worthington, creative chairman, Colenso BBDO Auckland and Levi Slavin, creative director, Colenso BBDO Auckland drew inspiration from an age-old adage – Nature Knows Best. The idea is simple really – if milk was meant to see the light, wouldn’t cows be see-through?

To dramatise this thought, Colenso sought the experience and expertise of top production house, Assembly, to design and create a herd of playful, light-avoiding glass cows. It took 6 months and the development of unique software code to create the expertly-crafted glass cows featured in the campaign.

Says Worthington: “We have created very unique and sophisticated icons with these glass cows – highlighting milk’s preciousness and putting milk back on a pedestal where it belongs.

Says Craig Irwin, group marketing manager at Fonterra Beverages: “This is by far the creative I’m most proud of in my marketing career…it absolutely lives up to the magnitude of the innovation and I am excited to see how New Zealand will respond to it.”

The campaign will roll out across multiple platforms over the next few weeks and will feature various TV spots, along with digital media, Newspaper wraps, a magazine campaign and OOH executions.