Primo Flavour Labs Celebrates the Brilliance of Young Kiwi Minds

09/07/2018

Colenso BBDO

Advertising Agency

Auckland, New Zealand

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09/07/2018

Campaign created by Colenso BBDO sets out to answer some of flavoured milk's biggest questions with science

Teenagers these days are part of one of the most innovative generations we've ever seen. For them, nothing is ever exactly what it seems. Everything can be changed. Everything can be improved - well, maybe not always.

The latest campaign from Primo by Colenso BBDO celebrates the brilliance of young kiwi minds. It's called Primo Flavour Labs and its goal is to prove that when it comes to flavored milk, we're willing to try anything.

Primo Flavour Labs is an insight into Primo's innovation lab. We take a look at the accidental successes, the on-purpose successes, and the complete failures that happen when crafting New Zealand's yummiest flavoured milk. It launches with a series of online videos showing a few of our own flavor experiments, then invites young New Zealanders to get involved. Their task - to leave no stone unturned in finding the next great Primo flavour. The best entry wins $10k.

The campaign is fronted by two young innovators who set out to answer some of flavoured milk's biggest questions: What would 2-minute Noodle Primo taste like? If the milk is spicy, does it still stop spice? Would Onion Primo make you cry? Does drinking Musical Primo mean you can all of a sudden dance? Can you milk a goose?

Says Clare Morgan, Fonterra Brands New Zealand: "This is exciting for us. Primo is all about providing flavours that young New Zealanders want. So to get them involved in the flavour making process is a dream come true for us."

Says Thomas Darlow, creative group head, Colenso BBDO: "It's so awesome for Primo to celebrate innovation. There's something about letting teenagers know that it's okay to try something and get it wrong that's so refreshing to see."

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