Mu Mu Milk Parade

Mumu Alimentos in Porto Alegre, in the south of Brazil, became the sole sponsor of the CowParage held in Porto Alegre in 2010, promoting MuMu Milk. Advertising agency DCS had the challenge of launching MuMu Milk in the south of Brazil, an area populated by 11 million people and many famous competing milk brands. All the competitors look the same, white and kind of boring. Inspired by the cow in Mu-Mu’s logo and the colors of our packaging we had the idea to bring a whole CowParade (cow and colors) to launch the MuMu Milk. Art turned into media and media turned into art. The campaign generated more than 40 million US dollars in spontaneous media, reaching more than 10 million people. MuMu milk jumped from a 4 percent market share in July to more than 17 percent in October.

Mu Mu Presents Cow Parade


Mu Mu Presents Cow Parade

Click on the image below to play the video in YouTube (HD)

Click on the image below to play the video in YouTube (HD)

Click on the image below to play the video in YouTube (HD)

Mu Mu Cow Parade cows in Porto Alegre

Mu Mu Cow Parade cows in Porto Alegre

Mu Mu Cow Parade cows in Porto Alegre

Credits

The Milk Parade campaign was developed at DCS, Porto Alegre, by creative directors Roberto Callage, Rafael Bohrer and Grace Meurer, copywriter Eduardo Boldrini, art director Mauricio Oliveira, planners Pedro Talhari, Gilberto Giustina and Romulo Frazão, account manager Priscila Barbosa, account director Adriane Kampf, designer Davi de Los Santos, art director José Pedro Bortolini, web designer Ana Laydner, media director Ana Esteves, media executive Andreia Santos, media manager Luiza Bernardes, producers Clarice Dias, Ana Paula Luce, William Amaral and Mariene Braga.

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