We capitalized on the weather, which offered an interesting platform for the development of several new formats, both spectacular and unusual. Bad weather is often a source of depression. The media we used, often consumed in transit, allowed us to break the daily doldrums by becoming a source of comfort thanks to their neuralgic locations. We were able to put a smile on the faces of people on the move, to comfort them, in short, to further solidify our communication axis.
We also took an innovative approach to broadcast frequency. It was also integrated into one of the year's major television properties.
All in all, the brand was omnipresent at key times of the year, when the weather and current events were creating a certain gloom in people's daily lives. It was an excellent strategy to anchor the "comfort" axis in the collective mind and encourage milk consumption.