Only the best is good enough for astronauts – and for children. This is the message in a major campaign which has just kicked off in Lebanon.
"The campaign has already attracted great attention as it is very different from the traditional way of marketing milk in the Middle East," says Michael Lundtoft, who is responsible for the Dano® brand.
The campaign covers TV, radio, newspapers and advertising signs in Beirut all of which focus on children playing at being astronauts and dreaming about travelling to the moon and through the stars. And what better way to start the journey than with a drink of nutritious Dano milk?
"We are, of course, the official supplier of dairy products to international space projects and consequently ’approved by astronauts’, says Michael Lundtoft.
Behind the playful tone of the advertising lies a serious and long-term plan to make Dano the brand for the whole family.
Consequently, new innovative milk powder products will focus significantly on children. The future focus for Global Ingredients Milk Powder is the segment "milk based child nutrition", and the campaign in Lebanon is a first step for Dano.
Michael Lundtoft, Brand Manager: "The fact that we’ve developed dairy products for space travel gives us a great opportunity to gain the edge on our competitors."