The idea: To turn a milk carton into a coloring book.

Tapping into the 2016 adult coloring book craze, we created a series of special coloring cartons, So that children, big and small

can have family fun and express their creativity on our product.

We created a collection of 12 illustrations, all telling the brand's story;

And by putting them on the milk cartons themselves-

We turned the cartons into a fun activity.

Another impact we created is the huge disruption on the shelves, by removing the color from the iconic cartons and making them almost completely white.

It was a 360 campaign - TVC, OOH, Digital & Social, Print, PR and promotion.

Our initial idea was simply - to place a white illustration on one side of the carton, which will be inviting for parents and children to color.

Then we understood we have a huge opportunity to create a disruption on the shelf, so we proceeded and turned the entire design of the carton to become outlined as well - even the logo!

The design process took 3 months, in which we created dozens of manual illustrations.

Then we were faced with an issue - the cartons were laminated - making it virtually impossible to color on. To our surprise, the client loved this idea so much, they actually changed the manufacturing process in order to bring the coloring milk to life.

The manufacturing process took 3 weeks.

Over 2,000,000 Coloring Milk cartons manufactured every day for an entire month.

1 out of 5 was colored, meaning a staggering 20% engagement.

Over 200,000 cartons colored every day during the campaign,

and thousands of families uploaded their art to the Tnuva Facebook page.

Brand Preference grew by +4.5%.

And the entire country took part,

with mentions all across traditional and digital media.