How does the delicious become even more delicious? Just add milk.
That's the gist of Nestlé's latest campaign for sweetened condensed milk, showcasing a tongue-in-cheek demonstration of what happens when you add a little Nestlé to your baking. And ladies, it's all good.
The campaign is by Publicis Mojo and awarded Australian director Paul Middleditch.
Publicis chief creative officer Grant Rutherford said: “With a much-loved brand like this one, it was a delicate process to balance credentials with great cut through. Paul was the ideal person to take the simple ingredients of the ad – an Aussie bloke, a voice over and a can of condensed milk and make it sing. And he’s done it in what I think is a wonderfully compelling and enjoyable way.”
Nestlé head of marketing foods Sibon Schouten said it was important to maintain the heritage of the brand.
"Nestlé sweetened condensed milk has been proudly made in Australia for over 100 years," Schouten said. "With such heritage this brand is incredibly important to Nestlé and bakers alike. We needed to remind consumers that it is made from quality fresh Australian Milk with a deliciously smooth taste & texture that has been loved for generations."
