Primo Flavour Labs celebrates the brilliance of young Kiwi minds in new work via Colenso BBDO

Screen Shot 2018-07-09 at 7.49.19 am.jpgTeenagers these days are part of one of the most innovative generations we've ever seen. For them, nothing is ever exactly what it seems. Everything can be changed. Everything can be improved - well, maybe not always.

The latest campaign from Primo by Colenso BBDO celebrates the brilliance of young kiwi minds. It's called Primo Flavour Labs and its goal is to prove that when it comes to flavored milk, we're willing to try anything.

Primo Flavour Labs is an insight into Primo's innovation lab. We take a look at the accidental successes, the on-purpose successes, and the complete failures that happen when crafting New Zealand's yummiest flavoured milk. It launches with a series of online videos showing a few of our own flavor experiments, then invites young New Zealanders to get involved. Their task - to leave no stone unturned in finding the next great Primo flavour. The best entry wins $10k.

The campaign is fronted by two young innovators who set out to answer some of flavoured milk's biggest questions: What would 2-minute Noodle Primo taste like? If the milk is spicy, does it still stop spice? Would Onion Primo make you cry? Does drinking Musical Primo mean you can all of a sudden dance? Can you milk a goose?

Says Clare Morgan, Fonterra Brands New Zealand: "This is exciting for us. Primo is all about providing flavours that young New Zealanders want. So to get them involved in the flavour making process is a dream come true for us."

Says Thomas Darlow, creative group head, Colenso BBDO: "It's so awesome for Primo to celebrate innovation. There's something about letting teenagers know that it's okay to try something and get it wrong that's so refreshing to see."  

The campaign is supported by OOH.

Client: Fonterra
Marketing Manager RTD Beverages: Kerry McKenzie
Project Manager RTD Beverages: Debbie Martin
Creative Agency: ColensoBBDO
Creative Group Heads: Beth O'Brien & Thomas Darlow
Art Director: Harry Skelton
Copywriter: Lauren Southon
Business Director: Emily Brockie
Planner: Philip De Muelemeester
Head of Broadcast: Jen Storey
Senior Integrated Producer: Serena Fountain Jones

8 Comments

N. Oob said:

Google wore it better

what's the expiry date on this? said:

Smells very off.

Appetite Suppressants said:

At least when Google did it I still wanted to use their product afterward... https://www.youtube.com/watch?v=nCgQDjiotG0
Truly shameless ripoff.

This is said:

Horrific.

The Judge said:

I liked the madness of the Chrome idea a lot better.
They have just taken that idea and made it work for a product.
I personally would have changed the execution to make it look a lot less like the Chrome idea and in doing so it might have gone some way to cover their tracks.

But hey, at least the client is spending money on a product I had long forgotten about...

Y THo said:

Y tho

Teenage Cringe said:

"Teenagers these days are part of one of the most innovative generations we've ever seen. For them, nothing is ever exactly what it seems. Everything can be changed. Everything can be improved - well, maybe not always."

The perfect opening line to a contrived strategy deck - one that had to have been quickly pulled together to sell this pre-determined "idea".

Appalling.

Pri-no said:

Makes me want to go out and buy Primo! Oh no wait a minute - no it doesn't - it makes me want to never touch the product ever ever ever again.

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