When it comes to milk, people hope it’s as freshly made as possible. However, in China, news reporting on dairy products, especially its freshness, is usually portrayed in a negative light. How can we bring back the positive image of dairy products back to the market, and make people believe in its freshness?

The Good News Bottle - today’s milk comes with today’s good news.

Every time when people drink their Anchor Fresh milk of the day while reading a piece of good news on the bottle, we offer a moment that makes people feel proud, touched, or just uplifting. At the same time, we offer people a fresh start to their day by getting the freshly produced milk via both in-store and delivery.

Through breaking the negative association of milk products on the news by putting good news on the milk bottles we drink. We have not only shifted consumers’ perception of milk products through the positive good news but also rebuilt consumers’ trust on Anchor Milk’s freshness through its daily fresh productions. Also, we have rebooted a fresh morning lifestyle.

We collaborated with the biggest news feed app in China – Toutiao, every day a piece of recent good news is selected from a big user preference data pool. We then print the news onto the milk bottles which are also dated the day it’s packaged and sent to the supermarket at 5 AM in the morning. The milk would only be sold on the shelf for that one day at the Chinese grocery chain Hema stores. Anchor Fresh milk became the first milk that brought consumers good news, with real freshness in China.

Sales increased by 40% on the launch day and double-digit growth in the first week. This campaign also attracted more than 100 media coverage. Anchor became the top brand in sales among all fresh dairy products at the Hema grocery chain. A few weeks later, the Anchor Daily Fresh Milk also launched in Carrefour grocery chain across China.