Communication / Strengthening the morning connect for Noynoy milk in a dairy-heavy Greek market 🇬🇷

Context:

Brand Noynoy wanted to cement its association with mornings. However, in a dairy-heavy market like Greece where multiple dairy categories and brands compete in morning meals context, how to ensure that the brand communication resonates and cuts through the clutter? ​​

Challenge:

  • Concept of 'mornings' is subjective in terms of it start and end time. 5am for me, 8am for you 

  • Morning behaviours are often routinised, ritualistic and on auto-pilot making it hard for participants to talk about

  • Having a researcher shadowing a family in the mornings feels unnatural, intrusive and disruptive

 

Approach: home audits, interviews, self-ethnography, immersive experiences (breakfast with a Greek family!) and workshop

We equipped mums to run a self ethnography using their mobile cameras to help us understand what mornings looked like from their perspective. We then layered this with reflective 1:1 interviews in their homes, with mums talking us through the softer aspects (mindsets, needs, aspirations, stressors, high points) behind the behavioural data captured through the photo-video assets. 

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The resultant data gave us rich insights not only into what a typical morning looks like in Greece, but also nuances such as the changed outlook towards mornings post the Greek economic crisis. 

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To convincingly communicate the experience to our client, we facilitated an immersive experience: breakfast with a Greek family. 

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Insights were then recasted into a provocative format to spark ideation in a workshop setup with global and local teams, as well as the creative agency. 6 months down the road, a new TVC was launched, distinctly departing from the conventional portrayal of high energy, positive mornings with sit-down family moment to a high-intensity, chaotic morning with everyone hoping for 'just a minute more', peppered with fleeting moments of positivity and strength brought about through a glass of milk - symbolic of a strong and healthy future.​

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Impact:

  • Launch of a new TVC for Noynoy, rooted in consumer and cultural insights 

    • Elements of realism through family dynamics, morning moods​

    • Benefit communication through visual mnemonic: 1 glass of milk 

    • Feel good factor, infusing positivity into otherwise dreary mornings (amplified further by the Greek economic crisis)