One of the first things that pops into the mind of Korean youth when hearing “Banana-Flavored Milk” is the Korean traditional earthenware ‘crock pot’ shaped food container, an easily recognizable likeness that has remained unchanged for more than 40 years. The shape has also earned Banana-Flavored Milk the affectionate nickname ‘ddung-ba’, which translates into English as ‘cute, chubby banana’. Along with this and its crock pot shaped container, another feature associated with Banana-Flavored Milk is the thin, yellow straw included with the beverage. Despite the popular catchphrase ‘true taste only with a straw’, the straw itself has been overshadowed by the crock pot shaped container. We focused on two primary principles for the development of MyStraw: 1)While possessing its own unique personality and a touch of humor, each straw must synergistically accentuate the characteristic ‘crock pot’ shape. 2)The straw design must also resonate with millennials and their lifestyle.

To deliver this experience, we developed five different versions of “MyStraws” over a period of five months in collaboration with our client, and the highly-regarded UK design consulting company. The five types of MyStraw were done so with a practical use in mind, not simply for aesthetically pleasing props in a commercial shoot. Therefore four design was constructed with high-quality food-grade materials which name of ‘Fire Extinguisher Straw’, ‘Love Straw’, ‘Ringer Straw’, ‘Icy Straw’ and ‘Multi Straw’. And the campaign videos were shot different place to express each lifestyle of millennials. Korean spa for Multi straw, a national park for Love straw, snack bar for Fire Extinguisher straw, home apartment for Ringer straw and gym for Icy straw. One week into the release, three of the five types were manufactured as products for sale and within a week all of the products were completely sold out.

Within 12days of the online release, we collectively garnered over 10million views. By the 3rd week, that number reached an impressive 20million views. A total number of worldwide views is 45million as of March 2018. It including YouTube, Facebook, Instagram, Twitter and other platforms. With over 11,300shares, it was immediately clear that the goal of establishing a fresh, new and innovative brand positioning was a success with the millennial target. Three of the five types were manufactured as products available on the popular Korean e-commerce platform. On the first day of the online sales, 3,000sets were purchased and all of the MyStraw products were completely sold out within a week. Particularly pleasing to the makers of Banana-Flavored Milk was the reaction of YouTube influencers, as well as other ordinary consumers, who voluntarily uploaded MyStraw product reviews, garnering more than 1.4million views-amounting to over 80millionKRW($72,000USD) worth of organic media exposure.

Consumers who watch the videos and then try the products for themselves are uploading their experience using the hashtags #MyStraw and #BananaFlavoredMilk. The versatility of the current campaign and its successful organic growth and resonance with the ever-evolving millennial mindset, is the ideal result, illustrating that this campaign accomplished its goal of taking a traditionally popular brand and giving it a fresh new, innovative spin that appeals to a new generation of consumers.

Campaign Timeline

January 2017 - Orientation of Client

February 2017 - Co-creation Workshop with Client

March 2017 - Creative Product Idea Proposal

April 2017- Idea Choice

April to July 2017 - Manufacturing Product and Video

July 2017 - 1st Launching (Product, Video, Media)

September 2017 - 2nd Launching (Product, Video, Media)

Media Timeline

9th July 2017 - 1st Main Media Live

10th-12nd July 2017 - Main Media Test

17th July 2017 - Sub Media Live

9th October 2017 - Media End

First launched in 1974, the popular dairy/ice cream brand Binggrae’s Banana-Flavored Milk is one of South Korea’s most iconic beverages and has long been loved by the consumers, regardless of age, for its deliciously refreshing flavor. As a ubiquitous brand with a long history, one contemporary concern for its makers is that it might come across to a younger generation as an everyday drink. To address this insight, we created the ‘MyStraw’ campaign, an innovative and fresh new approach to engage millennials as the new generation of Banana- Flavored Milk consumers.