UNICEF Venezuela : Breast Milk is Liquid Gold

Mother's milk as a brand

Published On
Jun 07, 2011

Editor's Pick

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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