Arla targets mums via mobile for new product push
Milk and diary brand Arla has kicked off a mobile marketing push to promote a new children's milk product Arla Big Milk.
In partnership with sensory advertising company Adludio, Arla created the mobile-only touch-enabled campaign, which invites the user to drag and drop essential growing nutrients into an Arla Big Milk bottle.
The activity then triggers a brief animation with the messaging ‘The only fresh milk enriched for growing little ones’, and ends with a call to action to visit the product website and learn more about the milk.
Anita Moolgavkar, Arla brand manager, said the campaign is aimed at addressing two main concerns of its customers. "Firstly, it is a quick and snappy interaction served in a relevant environment that doesn’t waste time, for time-poor mums.
"Secondly, the direct engagement with an informative message is completely transparent, so that the customer can be clear and confident about how Arla Big Milk will help her toddler grow. This is a thoroughly modern advertisement for a very modern mum,” she said.
The campaign will run across all mobile devices in a variety of premium placements such as pre-roll and in-text. It will be delivered across typical mums' channels, as well as being contextually targeted in women’s lifestyle publications.