The creative ideas were based on 3 key insights:

• That banana-flavoured milk is regarded by consumers as having therapeutic powers, such as a hangover cure, and is an effective “antidote” to Korean spicy food.

• That the product was limited in appeal as a refreshing, or sports-style drink, due to its ambient storage nature and small pack size.

• That Koreans have a “sharing culture” with foods.

The idea was to create a range of products that would address these insights but amplifying and exaggerating occasions where Banana Milk is enjoyed, and by directly addressing the limitations of the product and pack.

We created a range of “straws”, or drinking concepts, each responding to different insights and drinking occasions, and all translating to a lifestyle experience to which our Millennial audience would empathise and engage.

Five “MyStraw” concept straws were selected and food-safe prototypes for each were produced for use in the campaign videos. Three of the designs were also used to produce a limited run for sale in “Yellow Café” stores, timed to coincide with the launch of the videos.

The five innovative concepts and links to each On-Line video, are below:

Multi straw: A modular straw allowing you to drink from multiple banana milk packs at the same time, perfect to quench your thirst after a work-out.

https://www.youtube.com/watch?v=iXEuy1LGK84

Fire Extinguisher straw: Ideal for cooling the palette whilst eating Korea’s spicy food; squeezing the trigger sprays milk around the whole mouth.

https://www.youtube.com/watch?v=d8WqSvngUVs

Love straw: Designed for two people to share cheek to cheek, ideal for creating the perfect couple selfie moment.

https://www.youtube.com/watch?v=JlVKVY1zRtc

Ringer straw: Referencing the product’s resuscitative qualities, playfully allowing banana milk to be delivered to the “patient” like an IV drip.

https://www.youtube.com/watch?v=vQ6ywMz7sc0

Icy straw: Chill this high-quality, precision-made, stainless steel straw in a freezer, for an enhanced, cool, drinking experience.

https://www.youtube.com/watch?v=r9tghT2pKws

Creating product concepts as the central campaign idea, has proven extremely powerful for Binggrae, enhancing emotional brand connections and resonating with the ever-evolving Millennial audience.

• 45 million YouTube views and increasing - that’s more than 80% of the population of South Korea.

• Three My Straws were manufactured as products available on Korean e-commerce platform, Gmarket. On day one, 3000 sets were purchased & within a week all sold out.

• YouTube influencers and consumers voluntarily uploaded MyStraw product reviews & experiences, using the hashtags #MyStraw and #BananaFlavoredMilk, garnering more than 1.4 million views which amounts to over $72,000 worth of organic media exposure.

• Over 11,300 shares of the videos across social media.

The results achieved the goal of taking a traditionally popular brand and giving it a fresh new, innovative spin in a campaign that appeals to a new generation of consumers.