Milco has been the market leader in the yoghurt category over the last 35 years until its shares started dropping over the past few years and is now the 2nd player in the market.
To regain its leadership Milco has asked CB’a Memac to reintroduce the brand into the market with a new fresh visual identity based on its new positioning ‘eat good, feel good.’
CB’a Memac’s key challenges were to modernize the brand image while remaining loyal to category cues and to develop a transversal structure which will unify all Milco brands and product lines (ranging from yoghurt, to milk and cheese and anticipating future product launches & innovations).
CB’a Memac developed several creative routes which express the healthy, modern, natural & high-quality features of the brand. Based on consumer research, the winning design was the ‘modern prairie’ route which was based on the latest Milco logo and depicted a green meadow with flowers, butterflies and fresh fruits. The new design was implemented across the plain and flavored yoghurt range as well as on milk and cheese. New sub-brands are to be expected next year.
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