Case History Database

CARNATION has been around for 100 years, pretty much unchanged. And although people knew the brand they had very little understanding of what it actually was, or interest in using it. The ‘Revealing Carnation’s secret’ campaign transformed notions of ‘old fashioned’ into a highly relevant ‘on trend’ cooking brand. No nifty pack changes or new distribution channels - just a single television ad. The results were astounding: Sales not only increased by 12% during the campaign period, but crucially it spoke to a younger audience who had previously balked at the notion of using ‘milk in a can’.