Venezuela

 
Materna
 

A brand of Mother's Milk

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.

That is why Unicef launch BreastMilk as a product, with packaging, logo and a whole advertising campaign http://www.latinspots.com/website/comercial.php?id=11963

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UNICEF Venezuela - Breast Milk is Liquid Gold - case study, p.o.s and PSA

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.

Barkach explains :

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.
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Is a David versus Goliath kind of fight, that is why we are arming David with a Bazooka.

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Amnesty International - Right's Holders - (2009) 01:00 (VENEZUELA)

Amnesty International Venezuela is having loads of troubles here in Venezuela, the latest was that they were forced to move out of their offices because of government new policies, so that the little ad budget they had was used for finding a new place for their offices.

The agency couldn't cope with the production of such an ad, neither could a single production company.

To solve the problem we decided to call the best Venezuelan production companies and ask them for help, and together we came with a solution very inspired in franchise "Paris, je t'aime", many directors, one single minute film, so every production company was able to cover all the expenses and was finally released in December, 2009.

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