To appeal to its prime target audience of 'increasingly sophisticated and trend-conscious 12 to 18 year olds', the Clover Danone Beverage marketing team elected to go to market with the voguish slogan, 'Just chill'. This is underscored by a bright, modern appearance and streamlined and convenient Tetra packaging, both overhauled by below-the-line agency, Mind Forge.
The accompanying 10 and 20-second television commercials, from Clover Danone Beverages' advertising partner Joe Public, elaborate upon the 'chilled' theme. Use is made of a very 'alternative' stop-frame animation technique, calculated to find appeal with the target market. The longer of the two commercials begins with a teen walking through his ever changing world. His hair changes, his car changes, even his friends change. But whatever changes around him, he remains chilled. The commercial ends with a visual of the full range of Super M's new packaging.
The other commercial is designed to highlight the new Family and Lunchbox packaging, and is thus set in a domestic environment. We see a mother and her children experience the effects of change in their everyday lives. Again, irrespective of the changes, Mom is able to 'just chill' because Super M is now available in a family-friendly 1 litre pack.
"This is truly exciting new territory for Clover and the entire brand team," says Paula Heyneman, Brand Manager: Flavoured Milk.
