X3M Ideas tells Peak Milk’s ‘Back in the day’ Story in New Campaign, Beats all Odds
The dairy industry in Nigeria became muddy waters starting with the coming of the South African’s Wonderfood, now Promasidor. It was further compounded with Chi’s Milk offerings. Good for the consumers as the different offerings offered more choices at different price points. In this myriad, the primary player and market leader, Peak Milk lost its feet in the “mad rush”, forgot its heritage and unique brand assets.
The market leader joined the fray, chronicling functional benefits – innovation and highlighting the “vitamin enriched” syndrome, in its campaign. Most of those campaigns almost left the supposed Peak of the pack bruised. The fact is, no brand has exclusive right to these propositions. These are given factors. Brands can tweak its contents, packaging and communication to pass-off on competition and reflect the expectations of the consumers. It does not confer differentiation!
Peak Milk has been enmeshed in this murky water for a while, while its brand assets and critical points of differentiation are left to rot away. Privileged to attend the 10th USP’s Brand2Wealth Seminar last Thursday in Lagos, the Guest and Keynote speakers, Tomijogun Ogunlesi and Idy Enang respectively established that the concept of ICE- Identity, Culture and Experience as an important requirement for building a successful brand. In Tomi’s words “Identity is a fundamental rule of successful branding”
Similarly, Enang who is the CEO, Corporate Shepherds, says that the “essence” of a brand determines its greatness. “If a brand doesn’t have essence” (or fails to explore it for growth), “it can’t go anywhere”. Whenever a clear and strong brand identity is lacking, a brand is like a ship without rudder”, enthused, CEO, Corporate Shepherd.
Safe to say, Peak Milk has been in that wilderness for too long campaigning “Shikini money” etc which are adequately and promptly demystified and nullified by the competition.
Now, Peak Milk has a new campaign in town which reflects the submissions of these marketing brains. Although, the campaign precedes the seminar, their submissions however endorse the thinking behind the campaign conceived and executed from concept to finish by X3M Ideas, Lagos. I have patiently monitored the almost 2 weeks old campaign expecting a “quick response” as usual from competition, up till this moment, mum is the word.
The simple but well thought out campaign deploys the brand’s unique assets to reinforce the brand’s position as Nigeria’s No. 1 milk brand, the Peak of the Pack as its pay-off reinforces.
The obvious import of the 360 degree multimedia campaign one reckons would include: arresting declining market share; silent aggressive competition while riding on the brand’s unique qualities, distinctiveness and historical heritage.
The content as it were seeks to build trust with the new generation of consumers based on the brand’s character trait/essence coupled with its staying power across “generations” since 1954.
The new challenge took agency travelling “back in time” to revamp the brand riding on the wings of the brand’s properties like “Peak Island”, “boat”, “Canoe”, “Palm Tree” “Paddling or rowing” to tell the brand story in a compelling way creating a feeling of nostalgia and the curiousity to explore in the new generation.
No two brands can lay claims to all these unique properties, hence the Brand has reenacted its moral high grounds that cannot be copied or imitated by the competition thus reenacting a differentiation that once set the Peak Milk brand apart in minds of the consumers. It’s been a while that such played out in brand, commoditization has taken over differentiation due to its propensity for knee-jerk response to competition.
Since the new Peak’s “From generation to generation” campaign broke about two week’s ago, brand has taken over the airwaves in a uniquely refreshed way, albeit snobbishly reinforcing its compelling authourity in the market “Since 1954”.
The campaign features to TV commercials – one takes the brand back in time reinforcing its brand world and leadership by expertly deploying all the aforementioned elements in its journey back to the Peak Island and for the “Peak of the Pack” while the other takes the consumers and prospects through the locomotive days; the groundnut pyramid days, grand parents on the farms all through to parents’ schooling days with Peak by their sides providing the nutrition and energy needed to get to the Peak.
The agency is able creatively explore the brand’s consistency to tell a story that elicits love and empathy from the new generation. While the train station guard’s action and the classic Mercedes-Benz provide a comic relief and smile effect, the cut of Kanu and football and the enduring family culture situate the brand in contemporary terms.
The radio versions of the campaign featured in English, Hausa, Yoruba and Igbo, are as compelling as the TV commercials if not more. In 30 seconds and 45 seconds cuts, they are short, sharp and direct as the message theme reinforces the brand’s great staying power, consistency over generations and authenticity. It speaks to minds of the youth to enjoy the greatness nutrition, consistency and reliability enjoyed by their parents.
Nice thematic campaign for a grand brand. While nothing much could be faulted in this impressive work that elevates the consumer’s (younger generation’s) rapport with the brand, holding it close to heart, one however wonder why there isn’t a pidgin version of the commercial. Remember, some people are poor in English and never at home with their local tongue but very fluent in pidgin.
Nice work anyway.