Nutrilait shows off new look

Milk brand Nutrilait is embracing the hustle and bustle of the everyday with a new French-language campaign tilted “Real milk for real life.”

Elements of the campaign include TV, pre-roll, OOH, digital, in-store and field activations.

According to the Saputo-owned brand, the effort aims to celebrate “life and its delightful imperfections through simple and familiar ‘real life’ moments.” The campaign introduces consumers to the brand’s new look, designed to coincide with the launch of Nutrilait at Loblaws and Proviso stores in Quebec this summer.

Now available in both cartons and jugs, the packaging features clean-cut, text-based designs, (as opposed to the pastoral images of the past) and light-hearted illustrations that denote whole, skim, 2% and 1% milk.

“Along with clearly establishing our new positioning using a touch of humour, we also had to make sure we featured the new package design at all points of contact so the product would be easily recognized in the grocery aisle,” said Pascal De Decker, executive creative director and general manager at Taxi Montréal, in a release.