• Reportage
• News

Source: adobo Magazine

BANGKOK, THAILAND – Milk has never really been popular among teenagers, especially when compared to soft drinks or other beverages that feel more fun and exciting. Combined with childhood trauma from being forced to drink milk, this has led Thai teens to consume less milk than their peers in other countries.

CP-Meiji has introduced two new flavors of Meiji Pasteurized Milk – Kyoho Grape and Fuji Apple – in a Japanese-style carton designed so it doesn’t have to be finished in one go. This gives consumers a sense of freedom, as they don’t feel forced and can enjoy it whenever they want.

WOLF BKK approached the challenge of turning milk into a drink teenagers would choose. They grounded their idea in a deep understanding of teen insights: the benefits of milk are a lot like the good intentions of parents – well-meaning and caring. But for teens, no matter how beneficial something may be, they don’t like being forced or having their lifestyle interfered with. When they want those benefits, they’ll ask for them in their own time.

The story centers around a Gen Z teenage girl who appears well-mannered and is about to get a tattoo. Before going through with it, she opens the cap of a milk carton to summon her helpful mom, a metaphor for seeking support, in this case, asking for money for the tattoo. But just as her mom starts to scold her about school, the girl quickly shuts the cap, sending her mom back to where she came from. When she needs her mom again, she opens the cap to bring her back, and once she no longer needs her, she closes it again.

This clever storytelling parallels the mom and CP-Meiji’s two new milk flavors. Like the milk, the mom is there when needed, full of benefits, and easily set aside when not. There’s no pressure, no interference with the teen’s lifestyle. It’s a spot that truly gets Gen Z: understanding their need for independence, autonomy, and choice regarding milk.

CREDITS
Agency : WOLF BKK
Chief Creative Officer : Torsak Chuenprapar
Executive Creative Director : Kanit Mingmuang
Creative Group Head : Supakit Sukaroj
Senior Copywriter : Atichai Ditcharoen
Art Director : Pakjira Yodying, Natnicha Chianman
Senior Graphic Designer : Vanvisa Wangbamrungsak
General Manager : Natdhee Sopondhitipun
Group Communications Director : Sansuda Chuaphanich
Communication Manager : Thananya Piyacharoenwattana, Naphat Chiangrat
Agency’s Producer : Chanoknan Wongwises, Wissuta Suksawat
Film Production Company : Factory01
Director : Wuthisak Anarnkaporn
Director’s assistant : Mattanee Uajarernsup
1st Assistant director : Chaninart Chuehom
Executive Producer : Rungtawan Nanthasaen
Producer : Rungtawan Nanthasaen
Production Manager : Boonsita Limprasert
Director of Photography : Abhisit Prasongsup
Camera Equipment : DOP House
Stylist : Thida Rosthip
Casting : Pornthip Muttisom
Sound Recorder : Waigoon Laopipatpinyo
Art Director : Vitune Tulakorn
Post Producer : Wipawee Khirirat
Editor : Chaleamchon Natipat
Sound Engineer : Artit Vongmetta
Sound Company : Mellow tunes
Colorist : Rattakhet Naimuang
Flame Artist : Suppakorn Thoongsin
Post Production Supervisor : Therdsak Buapian
Post Production : One cool production

End article

Read article at:
WOLF BKK “Sliding Mom” breaks childhood milk trauma, one sip at a time – adobo Magazine Online