BIG MILK
CHILDLIKE SPONTANEITY

For some time, the largest ice cream brand in Poland was looking for its way, slowly but consistently losing market share. One Eleven was given a task to look for development opportunities, preferably within the previously explored brand territory related to the ennoblement of simplicity and ordinariness, or the milkiness of the product. The brand was supposed to arouse emotions and build a non-functional relationship.

The key challenge was to change the way of thinking about Big Milk and its fundamental strategic assumptions. The current strategy did not open up the possibility of change, and it also disregarded the brand’s heritage and the nature of the category, which is extremely impulsive. What was needed was a clear turn.

Thanks to in-depth diagnostics and an iterative conceptual process, it was possible to develop a completely new positioning strategy. Big Milk has undergone a thorough change. Broadly understood spontaneity has become the key idea organizing the brand in every element of experience, from brand design, through communication to the product portfolio.

Due to the importance of this element, the works of One Eleven were extended to include supervision over the development of a new brand and packaging design.