In Venezuela over 70% of mothers do not breastfeed. Unicef set out to change this, as mothers milk really is better, and with Leo Burnett they turned breastmilk into a brand ready to compete with all the formulas out there. There was packaging in stores, with a stylistic breast drawn on it of course, and commercials to boot.
We made a logo, a package and a whole advertising campaign to promote BreastMilk as a brand, in order to compete hand by hand, advertisingly speaking, against all the artificial formulas in the market.
Is a David versus Goliath kind of fight, that is why we are arming David with a Bazooka.