Łaciate Milk – history of a successful Polish generic brand
Łaciate brand was originally created for UHT milk launched by Mlekpol Company in the 1990s. The word “Łaciate” in Polish means “piebald” and is commonly associated with Polish type of back & white cows. It was the first newly-created generic Polish brand of FMCG that was so successfully launched and achieved huge awareness as well as longlasting market shares. There was some controversy about the packaging of Łaciate Milk as the cartons had big black spots imitating cowskin which was very uncommon for dairy products. People got used to it and now such packaging is the unique feature of all Łaciate products. Here comes one of the first TV commercials of Łaciate Milk aired in 1995 – from the very beginning piebald cows are in the center of attention.
The original slogan of Łaciate Milk was: Piebald, just the milk! The piebald cows of Łaciate always have it their way – it doesn’t really matter if it’s a pasture or a staircase. Delicate sense of humour adds some flavour to the commercials.
Over the years Łaciate brand was extended to butter, cream and some other dairy products made by Mlekpol Company. In 2008 Łaciate returned to high-profile TV campaign in order to recuperate its position in the consumers’ minds. The lovely 3D animation of the five piebald cows that encounter a snail on their way surely captured the attention of TV audience. The pay-off is: Good Łaciate! Łaciate – just the milk.
The second TV spot aired in 2008 advertised Łaciata Cream with the pay-off: Good Łaciata! Good for the soup. Łaciata, just the cream!
The 2008 TV campaign was also supported with an interesting interactive action – there was a special website created where users could check a live broadcast from 4 cameras installed in a barn with some Łaciate cows. Users could also vote for songs which were later played to the cows and take care of virtual cows in a special online game.Advertising Agency: G7 Warsaw Media Agency: Mediaedge:cia Warsaw