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Fat Missing?

From Australia an original and ironic campaign to promote milk’s benefits. By Marketforce, West Perth.

[via Advertising/Design Goodness]

Created for ‘Brownes’, a company that produces dairy products and is located in Australia.

The message that this campaign sends is very simple ‘Milk is good for you’. It’s definitely a very well thought off campaign and it managed to attract a lot of attention, and of course, very creative and original.

But there are 2 things I don’t like about this campaign;
First, if you look at the images used on the cartons, if these packages were really to be put on the shelves that would be plain disgusting. No offense to the models or fat people in general. But I like to drink milk straight from the carton, and the first thing I think of when putting my mouth on the edge of this carton would be the image on the side. It’s a funny campaign and very creative, but the packaging just turns into something very unattractive for me as a consumer.
Secondly, the message is a bit of an exaggeration,  if people were to slim down from milk, every fat guy in the world would be drinking it. Milk isn’t slimming, even though proteins are helpful when building muscle, recovery, stamina and after your workout, that doesn’t necessarily mean drinking milk will help you lose fat, working out does, there is no magical way of losing fat (unless you count surgery as magic). Personally I have a feeling the main message is somewhat misleading.


Written on 12-22-2010.
Published on 01-21-2011.


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