Culture Studies

Strengthening the Morning Connect for Noynoy Milk in Greece

Milk is a key breakfast beverage in Greece. Brand Noynoy wanted to strengthen its morning connect to cement its place in the dairy-heavy meal repertoires of Greece. 

By delving deep into the sub-culture of mornings, with the backdrop of the macro Greek culture, its recent eco-political context and implications on social behaviour, several interesting insights, tensions and opportunities emerged.


Workshopping these together with the Noynoy team and creatives, we arrived at a communications strategy and brief for TVC development. The resultant TVC was launched within 6 months, in July 2019. 

 © 2023 by Maitreyee Patki.

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