Other countries should also see the dairy

Straight out of the painting by Vermeer, the character of the dairy now exports out of France. The young woman in the White Cap and yellow and blue dress arrived this year in Switzerland, in dairy products RADIUS, at the same time as the brand it represents. And, in Spain, replace under claw La Lechera, girl with a less strong personality, dressed as Tyrolean and carrying two buckets of milk wood, which had existed for twenty-five years and appeared on the packaging as in advertisements. In passing, the brand benefits to invest across the Pyrenees the niche of desserts. While in Belgium, the dairy was already marketed after replacing successfully Jacky, which was in decline. "In Europe, when testing that suggest the painting by Vermeer, it evokes all the same images of rurality, economy domestic well managed, know-how, of ancient times. "Even if, in the South, past seems more recent", is Sophie of Rovere, Director of marketing Europe of Lactalis Nestlé products costs. It is on these maternal, soothing and timeless values that account properly capitalize the claw.

The celebrity of the table makes it to at the outset the familiar icon. "The pre-test conducted in different countries have shown, as rarely for a brand, image consistency and a unanimity of membership to consumers", said Benoît de Philippe Fleurian, Director General of the agency Ogilvy & Mather. The advantage of a European variation Most important budgets, and the possibility of achieving more movies to accompany the different ranges. With however a quid pro quo: the ideas related to French history, as 1789, can no longer be sources of inspiration. And a subject such as flooding could not be developed, as in Spain, it is particularly painful. "The themes must be universal." "This pushes us to the spectacular", he says.

The new advertising film, "The tithe", then staged a lifting of taxes where collectors live over their harvest all kinds of items in a cart. But, put in appetite by smell escaped of the House of the dairy, they eventually all leave and replace with boxes of its products. In France, the spot supports laminated foam output, new studded with crunchy chocolate leaves showing transparent pot to display its innovation. In Belgium and Spain, it boasts the foam to chocolate and Switzerland, small pots of cream.

Actions in the field

In France, where the trade mark claimed its presence in 56 of households in 2008, it made last year a turnover of EUR 288 million, an increase of 11 to 3 volume growth. A good score on a global market that marks the step, worn by a presence on two segments that are making progress: desserts and Basic. Indeed, the glass jar remains one of the pillars of the mark and even known last year progressions in the volume of 7 to 8. "It is very evocative for consumers of the products to which they want to make a return." "But, with the dairy, even sophisticated as laminated foam products must appear as daily newspapers and the public must imagine that their design is any natural" note Jean-Marc Bernier, Director General of Lactalis Nestlé products costs. The mark is not, indeed, appear to be elitist. She does not hesitate to support firmly in France its novelties, with a large program scheduled this year in "street marketing" and animations in the store. "We have strengthened the actions on the ground," he said.

Other countries should also see the dairy. "We want to double volumes in Europe on the horizon of five years," says Sophie of Rovere. At some three hundred and fifty years, the character imagined by Vermeer is not about to retire.