...We wanted to use the medium that would be seen by the majority of our loyal Clover Fresh Milk Buyers – the packaging. For 6 years, Clover Packaging has been recognisable for its distinctive illustration of a farm with green pastures, fresh flowers and cows grazing. So we decided to show in the simplest way, what the drought means. We removed the cows, the flowers and the leaves from the trees. We replaced rolling green hills, with dry, dusty land in shades of brown. In a very direct and simple way we told the story of the drought, the impact of it on our business and on the farms, and more broadly, how it affects us all. It was the packaging our customers knew so well, but with a clearly different story to tell.

We created a new plate, with the new design and used it to change our packaging, but essentially our current tetra-packs (1litre) and plastic bottles (2l), with shrink-wrap labels, dictated how we would produce our new bottles. All materials remained the same, with the only design changes being made to the illustration and colours on-pack.

..Despite a 27,5% increase in the price of Clover Fresh Milk over this 2-month period, the sales grew by more than 8%. Our communication not only prevented a brand switch, but surprisingly got shoppers to choose to buy even more Clover Fresh Milk.