This initiative is beyond creating a simple motto, aiming to drive behavioral change among children. Creating an everlasting motto that resonates across generations demands time and an integrated approach to ensure the absorption of this motto by children.

This campaign seamlessly integrated traditional and digital media, leveraging kids' social channels, educational posters in schools, limited edition labels, music platforms, radio, outdoor advertising, and influencer partnerships. This comprehensive integration was necessary to achieve an impactful and successful result.

Saudi Arabia has one of the richest and most unique cultures in the Arab region, where preserving and transmitting cultural values is deemed dearly. This initiative taps into a deep cultural tradition where advice are often passed down through proverbs and mottos. It’s a common practice for parents to incorporate these expressions into everyday conversations to educate their kids about healthy habits and instill moral values (e.g. “Don’t rush when you brush” and “Be aware, wash with care.”

Beyond homes, schools also adopt the use of mottos and proverbs as tools to educate young minds in different creative ways such as classroom posters, painted hallways, and catchy songs.

The milk motto (Sher bel Halib, Ser el Labib) or (Milk Every Day, Is the Smart Way) that Almarai introduced seamlessly integrated into this cultural fabric, utilizing the familiar and trusted approach of passing on knowledge among younger generations. This cultural insight significantly contributed to the effectiveness of our approach in fostering positive behavioral changes among Saudi children.

Situation:

Milk, despite its healthy and nutritious benefits, is losing flavor among Saudi kids these days, with mothers finding it challenging to integrate it into their daily routines.

Almarai, the largest vertically integrated dairy company in the world, observed a significant dip in fresh milk sales and volume, primarily linked to a decline in breakfast occasions and overall milk consumption. This downturn needed an unconventional approach, so Almarai took it upon themselves to break the clutter and revive milk’s presence on the family table.

Brief:

Almarai’s brief was clear--- to come up with a lasting solution and strategic framework that would not only encourage kids to drink milk but to rebuild the habit itself.

Objective:

- Bring back milk’s popularity and foster a love for it among kids

- Drive an increase in milk consumption and sales within a declining category

To make milk popular among kids again, we wanted to embed it back into the cultural fabric. There’s an abundance of expressions teaching good habits. Oddly, there’s nothing for milk. So, Almarai created the first-ever milk motto: “Sherb el Halib, Ser el Labib” or “Milk Every Day, Is the Smart Way.” This motto was crafted to provide parents with a tool to instill a daily reminder for their kids to drink milk.

To make our motto stick, we launched with a catchy song on Spacetoon which was played on school drop-offs and pickups. We created educational posters in school, a children’s story, outdoor advertising, limited edition labels, and innovative AI-powered activation on Anghami, the region’s number one music platform. All of which, directed parents to a website for parents to download educational tools to teach their kids.

Target Audience:

The primary target audience was parents, particularly mothers, and children in Saudi. Recognizing the diverse population, the motto was thoughtfully translated into multiple languages resonating with various nationalities within the region.

Integration:

The integrated journey unfolded across online and offline channels. The motto was launched as a catchy song, featuring popular singer Rasha Rizk on Spacetoon. It was aired on radio during school drop-offs and pickups. The journey continued in schools using educational posters, while outdoor spaces were used as a giant classroom to teach parents. A bedtime story was illustrated and a year-long animated series was created with Spacetoon. POS material and a limited-edition label directed parents to a website, offering downloadable educational tools.

Approach:

A holistic approach addressed diverse touchpoints, ensuring a well-integrated, long-term solution. The motto is beyond just a campaign, it’s a tool to support parents in educating their kids for generations to come.

Implementation:

The campaign launched in time for back-to-school season with multiple online and offline channels running in parallel.

Timeline:

Running for over four months now, the campaign seamlessly unfolded its various components to maximize impact and engagement. However, this campaign is set to still be running for a full year as it is crucial for the motto’s success.

Placement:

The campaign intentionally placed its elements across diverse media. From the captivating song on Spacetoon and radio spots to educational posters in schools and impactful outdoor displays, the placement was ensured widespread visibility.

Scale:

This was a nationwide initiative, covering Saudi Arabia and the greater region. With a deliberate focus on inclusivity, the campaign targeted Arabic speakers, as well as different nationalities within the kingdom from kids to mothers. The scale aimed for maximum outreach, ensuring the motto reached every corner of the diverse Saudi population.

• The song topped the charts on Anghami for 16 days.

• Love for milk among kids increased from 34% to 44% in just 3 months.

• Almarai was able to grow the fresh milk category by 4%.

• The AI activation reached 10% Engagement rate - (surpassing the benchmark by 100%)