Your Well-Being

About

The objective was to support Natrel’s position as a premium brand, whilst reinforcing the unique benefits of Natrel's ‘milk range and increase trial and awareness in Ontario and Quebec. Natrel’s premium line of milk consisted of Pro, Omega 3, Calcium, Lactose-Free and Fine-Filtered. Each milk had a unique health benefit for the consumer. I created a solution that pushed the benefits of each milk as a ‘Natrel way (or route) to the consumer’s Well-Being’. The idea was inspired by a map of health brought to you via Natrel. Similar to that of subway and bus systems in cities and towns. I wanted to show how the journey of well-being was a journey that began and ended with Natrel. The overall concept was that of Milk Stops, in retail stores and at events. The Milk Stops resembled transport bus stops, along with an informative health benefit map of the ‘Way to your Well-Being’. Each map had a stop at a specific health benefit unique to the milk. Our ‘Natrel Milk Ambassadors’ became the consumer’s Conductor or Guide to ‘Well-Being’. The sampling program was also used as a vehicle to promote the Natrel Growing Artists campaign, where kids from the age of 4-14 were encouraged to create their vision of Natrel ‘Natural’ beauty by creating an image of themselves, family members, friends, or any other inspiration that they may have from the natural world. Taking the ‘Milk Stops’ concept a step further, I also created an actual ‘Natrel Milk Bus’, a branded interactive creativity center, engaging with parents and kids attracting interest whilst promoting participation in the contest and pushing the milk trials. The ‘Natrel Milk Stops’ and ‘Natrel Milk Bus’ supported school initiatives, outdoor family festivals, and retail sampling experiences. Natrel Milk Ambassadors traveled throughout Ontario and Quebec, providing kids, parents, and teachers with the opportunity to sample the Natrel Milk range, learn about the Growing Artists contest and create personal pieces of art. The pieces of art that our Growing Artists created was showcased online and put up for a vote on the NatrelArt.com gallery. Entries with the most votes had their art printed onto Natrel’s milk cartons nationwide.