This is surely an attention-grabbing print advertisement campaign for promoting Wyeth Progress Kids Milk. The ad clearly aims at conveying the nutritional aspect of milk that can match vegetable in terms of nutrition. The campaign is showing scary photographs of different vegetables in order to portray that children usually hate eating them and milk can be a better alternative. However, the campaign has completely failed to bring out product benefit to the fore.
The campaign has portrayed vegetables in a villainous manner that can be translated as a bit irresponsible. The advertisements have been created in the line of posters of horror movies to depict vegetables as scary. The art direction of the campaign is considerably good.
The copy of the ad reads, ‘Progress Kids. A third of your child’s daily nutrition in one glass. Because vegetables are scary’. The campaign is credited to Tonic Communications, Dubai, UAE.
Via Ad-dict
