Milk has never really been popular among teenagers, especially when compared to soft drinks or other beverages that feel more fun and exciting. Combined with childhood trauma from being forced to drink milk, this has led Thai teens to consume less milk than their peers in other countries.
CP-Meiji has introduced two new flavors of Meiji Pasteurized Milk – Kyoho Grape and Fuji Apple – in a Japanese-style carton designed so it doesn’t have to be finished in one go. This gives consumers a sense of freedom, as they don’t feel forced and can enjoy it whenever they want.
WOLF BKK approached the challenge of turning milk into a drink teenagers would choose. They grounded their idea in a deep understanding of teen insights: the benefits of milk are a lot like the good intentions of parents – well-meaning and caring. But for teens, no matter how beneficial something may be, they don’t like being forced or having their lifestyle interfered with. When they want those benefits, they’ll ask for them in their own time.
The story centers around a Gen Z teenage girl who appears well-mannered and is about to get a tattoo. Before going through with it, she opens the cap of a milk carton to summon her helpful mom, a metaphor for seeking support, in this case, asking for money for the tattoo. But just as her mom starts to scold her about school, the girl quickly shuts the cap, sending her mom back to where she came from. When she needs her mom again, she opens the cap to bring her back, and once she no longer needs her, she closes it again.
This clever storytelling parallels the mom and CP-Meiji’s two new milk flavors. Like the milk, the mom is there when needed, full of benefits, and easily set aside when not. There’s no pressure, no interference with the teen’s lifestyle. It’s a spot that truly gets Gen Z: understanding their need for independence, autonomy, and choice regarding milk.
