Cravendale is a premium milk brand. In a commoditised and declining market, it dares to charge more for a pint of milky goodness. It wants Britons to become more passionate about the white stuff and think about milk as more than just something they have in tea or coffee.
The brand has used TV since launch and its animated advertising has encouraged consumers to become far more interested in milk. Its ads surprise consumers as milk brands rarely use this medium.
The problem was that interest in milk didn't translate to a powerful enough reason to upgrade and pay more.
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