BIG MILK
CHILDLIKE SPONTANEITY
project
The iconic ice cream brand needed a bold, fresh strategy to reclaim its leadership position in the Polish market.
CHALLENGE
For years, Big Milk was the go-to name for Polish dairy-based ice cream. But by 2018, the brand had lost its edge, steadily ceding market share to competitors.
The previous strategy, “Small Things Are Big,” fell short in tapping into the impulsive buying habits driving the category. Compounding the challenge was the integration of Algida products under the Big Milk umbrella, which demanded a cohesive, unified brand identity. To regain momentum, Big Milk needed a rethink.
execution
childlike spontaneity
We looked inward, building on Big Milk’s core strengths: simplicity and the nostalgic purity of milky indulgence. From this foundation, the idea of childlike spontaneity emerged as the driving force of the new strategy.
This playful yet deeply resonant concept informed every touchpoint—branding, packaging, communications, and even product innovation.
redefining simplicity
A strategic pivot repositioned Big Milk from a simple treat to an everyday indulgence, opening the brand up to a wider audience. This approach synced with the spontaneous, on-the-go nature of ice cream purchases. By evoking childhood memories, Big Milk deepened its emotional connection with consumers.
RESULTS
Big Milk’s transformation was both thorough and impactful. We expanded our role to oversee the transformation of brand design and packaging, ensuring a seamless and cohesive visual identity across all platforms.
With its new strategy, Big Milk reclaimed its market position and laid the foundation for further growth.
As a customer, I felt that the process was carried out perfectly. It made me feel very comfortable.
Adam Gajczewski
Marketing Manager, Big Milk, Unilever
