Targeting kids aged 11 to 13 years, the launch campaign positions ‘ChillDood’ as the tastiest, coolest drink in town. “The primary objective of the campaign is to launch a new milk shake without calling it one,” said Debarpita Banerjee, VP and client services director, JWT. “The reason being, anything to do with milk is perceived to be tasty and 'un-cool' among the target group.”
The agency has created an animated ‘cow’ to deliver the brand message “Moo it!” “ChillDood's cow is a lovable and spunky character who with its cool moves such as bungee jumping, hip-hop and riding a Harley attracts the pre-teens,” said Rohit Ohri, managing partner, JWT.
The 30-second campaign has been produced by Illusion Films and directed by Shantanu Bagchi.