The Brief

The milk formula market is crowded with generic give-aways such as spoons and soft toys. Could we design a unique premium for Friso that is insightful and engages kids and mothers first-hand with the product experience? Instead of communication that tries to persuade, how can we use direct, how can we change the actual experience and make it more rewarding?

Creative Execution

This promotional item was available with stage 4 of Friso when kids switch to drinking from a glass. It was also the point where they could understand a story based on simple visuals. More then anything, it gave them an incentive to drink a glass of milk, which any parent will tell you, isn't a child's favourite drink.

Describe the creative solution to the brief/objective.

While children aren’t crazy about drinking milk, they love stories. So we designed the world’s first milk glass that tells a story as you drink. The more you drink, the more of the story is revealed. We custom created multiple stories with exciting twists and turns to get kids to drink up without a fuss.

Results

The Friso StoryGlass was a stand out gift with purchase amidst all the generic giveaways. They created value and relationships for the brand in meaningful ways, by directly engaging children across the country. Friso's market share has risen to a record of 14.6% in Singapore (as of July 2013). Friso has applied for a design patent and an even bigger roll out is planned for other markets.