fairlife® for your life.

fairlife® Canada

Brand Strategy, Brand Platform Development, National Brand Creative, Integrated Brand Campaign

fairlife® launched in Canada in 2018. At the time it was a new type of value-added ultrafiltered milk that had functional benefits that regular milks didn’t have – less sugar, more protein, lactose free, and a delicious great taste. But with increased competition, the brand’s ambitious growth plans needed a strong locally driven brand platform that could connect to Canadians and engage consumers in both English and French markets. We needed to build a new creative brand platform that could support specific product messaging, allow it to resonate with consumers across Canada and be more competitive as the brand faced new and intensified competition.

Challenge

Using our behavioural science-based Wellbeing Framework™, we managed to get a better understanding of the role milk played in consumers’ lives – a group called “Balance Seekers”. Taking this approach allowed us to identify that in many parts of their lives they chose not to sacrifice what they value and have worked hard to be able to do so. However, our research also showed that Balance Seekers were making sacrifices when it came to their milk. They are unaware of their options, and shopping on autopilot based on the milk they grew up with.

To connect to Balance Seekers, we needed to create intrigue and a desire to learn more, and to convert awareness into trial by showing them that fairlife® enhanced their discerning lifestyle. To achieve this, the creative platform had to bring the product story to life in a highly tailored way that seamlessly integrated into their lives with messaging that reinforced that fairlife® is a better milk option that was made for them with more of what they want and less of what they don’t.

Strategy

Working with the consumer insight, ideation started with the national creative platform – ‘fairlife® for your life’ for English speaking audiences and ‘fairlifeMD fait pour vous’ for French and Quebec specific audiences. To further engage our Quebec-first audience, a large market for the brand, the campaign featured Bianca Gervais, a well-known actor and cultural-icon in the province.

To help create brand and packaging recall in retail, the campaign’s look and feel leveraged the deep saturated colours of the 5 fairlife® products. Colour branding each ad helped give the campaign a unique and ownable style, unlike anything else in the ultrafiltered milk category. Each ad featured ‘personalized’ consumer-focused moments underscored by humorous messaging that was inspired by people’s lifestyles and interests. The messaging shared the reasons to believe that fairlife® was made for them and every moment in their life, even the unexpected funny ones.

Additional personalization came from using highly targeted and customized media to show how fairlife® aligns with Balance Seeker’s everyday lives and passions. English and French media for this national campaign included: TVC, online and social videos, contextualized digital out of home, contextualized transit and station domination, billboard, digital display ads, and Spotify sponsorship radio.