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.
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.