IPA Effectiveness Awards 2004: Bronze Award - Rainbow

RAINBOW

Campaign: Henna And Majlis

Client: Friesland Middle East

Agency: TDA DDB

Principal author: Inder Bangari, TDA DDB

Media used: TV, print, radio

CASE SUMMARY

Before the oil boom, fresh milk was in short supply in the Gulf region and, in the 60s, evaporated milk was introduced to remedy the problem.

By the 80s, however, dairy farms emerged and dramatically increased the supply of fresh milk. The likes of Nestle, the New Zealand Dairy Board and Borden Foods were next to pile the pressure on evaporated milk companies by supporting instant milk powder. The category soon began to stagnate and, by the early 90s, growth rates had flattened. By the mid-90s, volumes and consumption of evaporated milk were drying up.

TDA DDB, the agency for the evaporated milk brand Rainbow, believed that Rainbow needed to communicate with its different ethnic audiences in their own languages.

The agency decided that rather than promote Rainbow for its many uses, such as making desserts or as a coffee whitener, it would focus on its favoured use among its most loyal consumers - with tea - through the positioning: "Rainbow brings tea times alive." The campaign also aimed to connect with younger audiences as well as be perceived as the authentic, local drink of choice for social gatherings.

The "tea time" message was rolled out for other markets, the tone and angle of the commercials changing for different ethnic groups. Over six years, Rainbow's advertising investment has paid for itself nearly three times over, the brand shooting to number one three years after its advertising first broke.

The judges' view

This case from the Gulf describes how clear insight led to a solid repositioning.

This was a very well-crafted multi-racial execution and succeeded in turning around a number-two brand under considerable pressure in a declining market.

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