Launch of new green packs from Centrale
Consumer-centered and sustainability: Centrale del Latte di Alessandria e Asti’s strategy focused on these two elements in 2020, leading the company to strengthen product range extension and characterize it with new green packaging, consolidating the brand positioning in terms of quality and sustainability. The initiative was born with the launch of the new Microfiltered Milk line (Whole, Semi-skimmed, Lactose-free), now on shelves with new recyclable packaging from renewable sources. Amapola handled the entire project together with Centrale del Latte: packaging study of new products and new visual design of the range already on shelves (Bio and High Quality Milk line) enhancing information and content related to the green positioning of references. The agency also followed the creative ideation and realization of the advertising campaign supporting the launch, with a multi-channel media strategy that involved newspapers, online information sites, social networks and local billboards. The campaign concept aims to highlight the purchase reason, through a simple and immediate message: Centrale milk is good, and can be good in many different ways, according to the specific references proposed to consumers: tenaciously good (microfiltered), delicately good (Lactose-free), naturally good (Bio).
