Softer Kind of Cows

Vesely Molochnik (Happy Milkmen), is a dairy product brand in Russia produced and distributed by Wimm-Bill-Dann. Leo Burnett Moscow recently developed a print campaign for Happy Milkmen dairy processed cheese, connecting cows with the slogan, “The softest cheese ever”. The main character in the campaign is a soft and gentle cow. “When cheese is so soft and tender, one has little doubt that the milk for it came from a special breed of cows. Cows who are always ready to help and never argue. Gentle and compliant. A softer kind of cows”, says Mikhail Kudashkin, executive creative director of Leo Burnett Moscow.

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Credits

The Softer Kind of Cow campaign was developed at Leo Burnett Moscow by executive creative director Mikhail Kudashkin, copywriter Alexander Ovsyankin, art director Mikhail Yarovikov, working with Wimm-Bill-Dann marketing communications director Natalia Ignatovich, marketing director Alevtina Miroshnik, and senior brand manager Irina Valishina.

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