‘Glow Girl’ highlights the benefits of Devondale Long Life Milk in latest spot via DDB Melbourne

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DEV0038T_G_30_3_300dpi.jpgAnother engaging and humorous advertisement for Devondale Long Life Milk has launched via DDB Melbourne.

The insight, or ‘problem’ in this instance, is that if a product has a long shelf life, people assume it’s packed full of preservatives.

Says Kit Rahman, Devondale marketing manager: “We decided to tackle this misconception by demonstrating the evils of preservatives and then presenting the unlikely solution in the form of Devondale long-life milk. It’ll surprise a few people – some consumers just don’t believe milk can last that long without adding any ‘nasties’ to it – but it’s great to bust a consumer myth in such a fun way.”

 

There are no preservatives at all in the product – instead it’s the packaging process that gives it the longevity.

 

“As parents we all feel the pressure of monitoring what our children eat,” says ECD Darren Spiller. “It’s quite an emotionally charged issue, so instead of preaching, we convey the ‘no preservatives’ message with disarming humour. Which is what people expect from Devondale.”

 

The campaign launches with a TVC entitled ‘Glow Girl’, shot by Tim Bullock, and is supported by path to purchase and online executions.

Executive Creative Director: Darren Spiller

Creative Director: Simon Bagnasco

Sr. Copywriter: Robbie Brammall

Sr. Art Director: Anthony Hatton

Head of Broadcast: Simon Thomas

Sr. Agency Producer: Tuesday Picken

Executive Planning Director: Ian Forth

Managing Partner: Lisa D’Amico

Account Director: Katie Kouts

Account Manager: Kirsten Tidswell

 

Production Company: Prodigy Films

Director: Tim Bullock

Producer: Alice Grant

Executive Producer: Jonathan Samway

DoP: Germain McMicking

Editor: Michael Houlahan

Grade: Edel Rafferty, Method Studios

Online Edit: Chris Betteridge, Method Studios

VFX Supervisor: Tim Isaacson, Method Studios

Nuke Compositor: Dan Benjamin, Method Studios

Sound Design/Music: Colin Simkins, Gusto Music

 

Media: Carat Melbourne

Devondale General Manager Innovations, Marketing & Special Projects: Suzanne Douglas

Head of Retail Marketing: Pam Burnett

Marketing Manager: Kit Rahman