Brief Explanation

Kids do not enjoy drinking plain milk but are forced to do so because of its nutritional benefits. Therefore the challenge was to lessen the gap between the two by providing milk which is healthy, nutritious and fun-filled. Key Objectives: Make Owsum a brand that kids demand and crave for. Make Owsum look premium, best in quality, and stand out on the shelf amongst competitive brands. The brand essence of ‘it’s my wonder full world’ should be depicted on the packaging.

The Brief

To position the brand as a fun filled milk, that activates the kids imagination, from the 'House of Olper's'. The product provides flavors to savor but also has the benefits of ESP (Energy+Strength+Power) present in milk.

How the final design was conceived

Three flavours, three imaginary worlds: Chocolate is Outer-Space with UFO’s space-stations and aliens; Mango is an underwater experience complete with dolphins, octopuses & treasure chests; Strawberry is an amusement park with balloon rides, water slides, jugglers etc. Each packaging had an interactive riddle and little details so every time children look at it, they would find something new. These intricately illustrated worlds had to be created keeping in mind the the stringent printing limitations of Tetra-Pak’s local printing facilities which ruled out the use of half-tone illustrations and a specific line thickness of outlines.

Indication of how successful the outcome was in the market

The vibrant packaging had a very distinctive shelf-presence amongst similar multi-national and local brands. Packaging was introduced into the market via modern-trade-outlets about 2 weeks before campaign launch and was a great success with kids and adults from the start. Informal research carried out in the urban retail/commercial markets of Karachi showed that 70% of people questioned tried out the product primarily because of its attractive packaging.