Primo milk's new campaign asks all of the hard questions

10 July 2018

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Colenso BBDO's latest work for Primo wants Kiwis to come up with their own flavoured milk idea.

What would two-minute Noodle flavoured milk taste like? If the milk has a spicy flavour, does this mean the milk will nullify the spice? Would onion-flavoured make you cry?

These are some of the challenging questions that young Kiwi minds ponder in the latest campaign from Primo by Colenso BBDO.

Called Primo Flavour Labs, the campaign launches with a series of online videos that showcase a few experiments in flavoured milk before inviting New Zealanders to come up with their own Primo flavour. And, the best entry wins a NZ$10,000 prize.

“Primo is all about providing flavours that young New Zealanders want. So, to get them involved in the flavour making process is a dream come true for us," Fonterra Brands New Zealand director of marketing Clare Morgan said.

Thomas Darlow, creative group head at Colenso BBDO, added: “It’s so awesome for Primo to celebrate innovation” says “There’s something about letting teenagers know that it’s okay to try something and get it wrong that’s so refreshing to see.”  

Musical Primo mean you can all of a sudden dance? Can you milk a goose?

The campaign, which launched on 6 July, will also feature out of home activity.

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