W+K London crafted geek-chic character “The Milk Drinker” for Cravendale Milk, a “modern day enigma” and “connoisseur of the cow” with a bushy mustache, who is constantly carrying around a glass of milk.
“It’s unusual to see a grown man drink milk, so that’s why we created The Milk Drinker—a man who’s not afraid to make a statement, especially if that statement comes in the form of a long, cold glass of Cravendale,” W+K copywriter Thom Whitaker told Adweek.
The character calls to mind W+K New York’s work for Southern Comfort, which saw the creation of similarly-minded quirky characters, which made for memorable ads. The approach helps Cravendale stand out in the category — usually focused on the nutritional benefits of milk — while also finding a memorable way to highlight Cravendale’s quality. At the end of the spot, The Milk Drinker seems to notice a kindred spirit as a woman is impressed by a long sip of Cravendale. The 30-second spot broke this past Saturday during an episode of Britain’s Got Talent. It will be interesting to see if W+K turns The Milk Drinker into a recurring character, or if this is his lone moment in the sun.
Credits:
Client: Arla Cravendale
Brand Managers: Vicky Smith, Claire Mackintosh
Project: The Milk Drinker’s Milk
Agency: Wieden + Kennedy, London
Creative Directors: Larry Seftel, David Day
Copywriter: Thom Whitaker
Art Director: Danielle Noel
Executive Creative Directors: Tony Davidson / Iain Tait
Agency Executive Producer: Danielle Stewart
Group Account Director: Katherine Napier
Account Director: Lucy Crook
Account Manager: Alex Allcott
Head of Planning: Beth Bentley
Planner: Tom Lloyd
TV Producer: Emily Rudge / Helen Whiteley
Production Company: Canada London / Riff Raff
Director: Canada
Executive Producer: Oscar Romagosa, Matthew Fone
Line Producer: Cathy Hood
Director of Photography: Arnaud Potier
Editorial Company: Trim
Editor: Dominic Leung
Post Producer: Jemma Daniel, Harriet Cawley
VFX Company: MPC
VFX Producer: Anandi Peiris
Mix Company: 750mph
Mixer: Sam Ashwell
Music Company: Woodwork Music
Composer: Philip Kay