Brand Identity vs. Product Profile: A Refreshing Bath does not go with Milk!

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I had heard that in the olden times women of the royalty used to bathe with goat milk for the nourishment and shine of their silken skin. Now that I have seen a muscle bounded buffoon reviving the tradition I can now peacefully die!Bathing in Millac makes you a Strong Man

Remember Tetra Pak TVCs for safer and healthier milk with those “milk moustaches”! That’s creativity in tune with “product profiled brand image”.

It troubles me to see an experienced advertising agency like
Manhattan for putting up such a “tasteless” and “repelling” image of the powder milk brand Millac. Hats off to the Brand team at Millac for approving the campaign design.

This advertisement brings to attention some serious observations:

1. Creative Capacity & Brand Custodianship: Advertising agencies! Our “Account Management” or “Client Services” personnel are not understanding the product/brand well nor briefing their creative team in the correct sense. Or, simply put, no one is giving a dang about the brand at the agency. Why? This leads us to the Client, the Brand/Marketing Managers.

2. Product Development & Brand Ownership: Are two separate worlds for the brand managers especially at “local firms” and “localized MNCs”. The product once developed, some times with the packaging designed, is thrust into the hands of the brand manager to market it, usually with unrealistic timelines. The brand manager then pleads the agency to come up with a miracle; that mostly does not happen ofcourse! The campaign is then sold to the higher management by literally brain washing, performing jugglery feat and promising that it would work! We won’t talk about the top management here.

3. Brand Ethics Management: Ethics in the Pakistani market or any developing nation is limited to the awareness level and directly proportional to the consumer protection laws. Further there is no such position in the brand group of any firm that is dedicated towards ensuring product brands’ alignment to the firm’s ethical standards and that of the country.

4. Consumer Mis-Education: Most serious of all issues. Advertisements are the most creative form of communication across media. The investment to create any single advertisement is the highest in proportion to the duration of the final produce. With atleast 5-10 minutes of advertisement breaks on electronic media and average 5-8 advertisements per page on the print media publication, the consumer’s sense of perception is most vulnerable to developing wrong and strong notions. This can become even more chronic in a relatively weaker education system.

Solution: Strong consumer protection laws governing everything from product development standards to extent of branding promises. Teamed up with consumer awareness and joint action organizations to mobilize consumer response towards unethical, sun-standard or over-promising communications.

Facebook comments:


  • Other than being tasteless or repelling, which may ultimately become subjective POVs, what do you think is technically wrong with this ad in terms reaching its market?

  • This is pretty gross though. Not a good feeling to create for a brand

  • Muhammad Asif Razzaque

    Good Point Osama. How did I ever miss that! I suppose out of repulsion 😉

    You are right that the major consumers for powdered milk are kids and teens…those in the growing age. And communication target are mostly the decision makers…mothers.

    Yeah talk about it! Millac the milk for Muscles! :-))

  • Muhammad Asif Razzaque

    Infact this advt. is a guidebook for all to learn what “NOT TO DO” with one’s brand and expecially if its milky!

  • milk is a precious beverage .. selling at Rs 34 at
    milk shop and Rs38-39/litre for tetra pak..

    even if they intended to associate a macho image
    with the product still thats a lot of milk wasted dripping down …

  • So, doesnt this ad fit the market then?

  • :) i was just toled by a shop keeper today that the price has been increased to 48 rs per litter for tetra pak

  • why doesnt’ some body do a comparison of these adds there are adds which are very good. i like the Olpers add or the tapal one(they don’t show a single face yet the add makes you get hold of a cup of tea) and then there are adds like the sunsilk one(women dancing to get an audition) or the absurd ufone ‘baat ban jai’ which makes you change the channel if family is sitting around. what are the origins of these adds which have no roots in our society as a matter of fact during my life i have never seena damsel dancing around in open (and i lived in islamabad, karachi and lahore) unless its a punjabi movie shooting. so who gives approval for these adds and who are the creators are they not living in Pakistan??

  • Muhammad Asif Razzaque

    [[[Osama A. Said:
    May 21st, 2007 at 4:13 pm
    So, doesnt this ad fit the market then?]]]

    Which market segment are you referring to Osama? or did you forget to put a wink at the end? :-)

  • The ones you mentioned – kids; teens; mothers (side note: I dont think mothers are the decision makers for today’s kids anymore).

    The question is: If you were in Manhattan in charge of this, what would you have done?

  • Muhammad Asif Razzaque

    Under-teen kids when it comes to milk consumption are heavily influenced by mothers. Yes when it comes to flavored milk (elite segment mostly) it essentially is the kids that makes the pic due to strong definition of taste.

    Teen kids is a segment that has now rapidly started moving away from simple milk and onto carbonated beverages or juices. Those that consume plain milk, even if are not majorly influenced by mothers, by majority have the taste developed for the earlier introduced brand by mothers.

    Adults are few in number that consumer plain milk (mostly tea, coffe, shakes) and those who do are health conscious. Does not justify solely focusing on them.

    If I were to direct this creative I would focus in ways this “nutrition beverage” improves our health and quality of life for different lifestyles.

  • Olper.. i don’t really like the brand name.. they were to launch a new brand atleast they should have chosen a attractive brand name comparable to
    Haleeb or MilkPak .. if the decision makers would have asked YOU for suggestion then what 5 names would you’ve suggested..

  • FACT: at the end of the day milkpowder is most
    economical from consumer point of view…. as compared to open gawala milk or tetra pak

  • Muhammad Asif Razzaque

    Infact I have created brand communication that we see frequently. hmmm…creating brand titles is a task that deserves monetary appreciation :-)

  • Azam Akhtar

    I must say that Millac people are upto something. After milk powder they are now openeing up pasteurised milk shops. A brave step. If they suceed they would be changing the dynamics of the dairy industry in Pakistan

  • Kalley Berry

    After refreshing Milac milk bath, moisturize your skin with Milac milk cream and dust yourself with Milac Milk Powder.

  • Manhapathan

    Thank you Ms. Berry we will use your idea on next ad.

  • Azam Akhtar

    I visited the millac shops last night. They have opened up 10 shops, selling pasteurized milk @ Rs.39/= per litre. The most amazing thing is that they have launched a jug. All you have to do is insert the pouch in the jug, clip the edge of the pouch and use it directly from the pouch. This will solve the storing problem of the pouch. Tasted their milk anf was very impressed with the quality. The clenliness in the shops is also amazing. I hope they can maintain the standard. GOOD LUCK MILLAC

  • delicious your milk powder and now pasteurised milk of Millac, this experience after so many milk but now millac is very testy and powerful, we are from Karachi Pakistan ARIF BROTHERS PUBLICITY, SP-4 MEZNINE FLOOR, AL-KARAM SQUARE, F.C.AREA, KARACHI. Ph;009221-634 7606, 00921-03332117452 – 03222117452,,, thnx for powerful product for health.

  • نحن شركه خاصه باستيراد حليب الباودر نريد ان نسال ماهو سعر الطن الميلاك الخالي من الدسم الممزوج بزيت نباتي على ان يكون سعه القطعه 25 كيلو وان يكون واصل الى العقبه

  • نحن شركه الامواج لاستيراد الحليب الباودر نسال حول سعر الطن من الميلاك المنزوع من الدسم الممزوج بزيت نباتي بحيث سعه القطعه 25 كيلو وان يكون واصل الى ميناء العقبه وان الكميه المراد شراها 75 طن ارجو الرد

  • نحن شركه الامواج نسال ماهو سعر الميلاك وزن 25 طن المنزوع من الدسم الممزوج بزيت نباتي بحيث الكميه المراد شراءها 75 طن واصل الى العقبه ارجو الرد

  • نحن شركه مختصه باستيراد الحليب الباودر من العراق نريد ان نتعامل معكم ونريد حليب باودر كميه 75 طن واصل الى العقبه نرجو الرد

  • مرحبا
    نحن شركة تجاريه في دبي مختصين في تجارة حليب الباودر يرجي ارسال المواصفات المطلوبه من الساده شركة امواج للارسال السعر والتفاصيل واصل العقبه او ام قصر علي عنوان البريد الاكتروني

  • Nursing access iis discreet from under the front
    cross over design. Thhe other limitation is the reversal of globalization which can occur
    in the future.The adult child caregiver a daughter in most instances still bears many
    major responsibilities. The family nursing & homemakers inc of the
    patient. Being a nursing & homemakers inc travel nurse, you must choose smartly because oone
    mishap could yield catastrophe. At least we’ll still have
    the financial backing of their parents are likely to administer higher
    quality care.

  • It’s an remarkable paragraph designed for all the internet users; they will take benefit
    from it I am sure.

  • Hi, yup this article is truly fastidious and I have learned lot of things from it concerning blogging.


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