Copy: White as Milk

This is such a simple idea - but look how big of an impact it makes on the milk aisle. While most of us are dreaming up the next spinning-blinking-txt-bluetooth-interactive advert, it's good to see a powerful idea executed in its simplest form. Great work. Comment if you know the agency.

via coloribus


Anonymous said...

the only problem is that the milk aisle is not all white. cartons and jugs come in all shapes, sizes and colors nowadays. it would work better if it were based in reality.

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ss_chicago said...

Far be it from me to be a ball-buster - but comments like this last one always make me chuckle (in dumbfoundedness).

Clearly, this was posted in an aisle with all white milk bottles - so if its guerilla - then, there you go, it is reality. If not, it was probably delivered as print.
....So, and drumroll please.... taking creative liscense to leverage reality, conveying white AS AN IDEA.

So answer me this - why would someone value the literal expereince of the milk aisle over the simplicity, clarity (not to mention the strategic mark that's hit here) with this execution?

Tell me what I'm missing? I could see an arguament made towards 'people wouldn't get it' - but really...that's not the issue here - so what's with the literalism?

Laughing Wild said...

Not exactly sure what you were trying to say ss_chicago, but I think anon's point was a valid one. I doubt the project was for print, as the photos are extremely casual and not well planned. This looks like like it must be an environmental marketing idea, and the concept is interesting but concept useless without a practical application. Like anon said, retail milk packagin is not pure white... and I don't know a store owner in the world who would give up that much square footage of retail space to allow Tide to "make their point", unless tide is paying a crapload of cash to allow themselves to do so.

And if it *is* a print campaign, then again, it's worthless at this point until some actual effort is put into the design and execution.

On setup and some snapshots does not a successful idea make.

Maui said...

The problem here is that if I were a shopper, it would leave a bad taste in my mouth--makes the TIDE look like powdered milk and/or the milk look like diluted detergent.

Dabitch said...

AGreeing with both earlier points about unappetizing and mikl isles are not all white ever (so they must have bought the whole fridge and placed their own bottles). Adding to that, it's more of a clorox idea than tide anyway.

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