UNICEF Venezuela : Breast Milk is Liquid Gold
Mother's milk as a brand
Published On
Jun 06, 2011
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Seeking to promote breastmilk in Venezuela, where over 70% of mothers do not breastfeed, UNICEF took breastmilk and packaged it like a formula brand.
With the brand name La Leche Materna, and packaging shaped like a woman's breast, it was positioned as the 'world's best baby milk' to compete against formula milk brands and sold in supermarkets and grocery stores. The campaign reached over two million women.
Credits
- Date
- Jun 07, 2011
- Brand :
- UNICEF Venezuela
- Client :
- UNICEF Venezuela
- Agency :
- Leo Burnett - Venezuela
- Executive Creative Director :
- Fabian Bonelli
- Creative Director :
- Ali Armas
- Copywriter :
- Julian Guarin Barkach
- Copywriter :
- Andrea Gil
- Art Director :
- Eduardo Gomes
- Art Director :
- Johan Boscan
- Agency Producer :
- Nivia Cuevas
- Agency Producer :
- Magaly Mayo
- Agency Producer :
- Domi Maurice
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