STORYGLASS

TitleSTORYGLASS
BrandFRIESLAND CAMPINA
Product / ServiceFRISO
CategoryA02. Premiums & Giveaways
EntrantJWT SINGAPORE, SINGAPORE
Entrant Company JWT SINGAPORE, SINGAPORE
Advertising Agency JWT SINGAPORE, SINGAPORE

Credits

Name Company Position
Linda Tey Always General Manager
Theo Chai Guan Tee Studio Photography Pte Ltd. Photographer
Peter Chee Jwt Singapore Project Management
Kenneth Kee Jwt Singapore Production
Princess Cam Cam Illustrator
Ivy Ang Jwt Singapore Project Manager
Rachel Koh Jwt Singapore Project Director
Frank Bauer Jwt Singapore Ceo
Lynette Chua Jwt Singapore Senior Account Executive
Adela Andrei Jwt Singapore Senior Account Manager
Peter Cheung Jwt Singapore Regional Business Director
Kaushik Iyer Jwt Singapore Senior Copywriter
Laurent Pastorelli Jwt Singapore Senior Art Director
Juhi Kalia Jwt Singapore Executive Creative Director

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.