Rainbow evaporated milk had been synonymous with tea whitening – but when it came to coffee, consumers were using different kinds of whiteners, with creamers dominating. While the creamers available in the market were non-dairybased, we tracked consumers’ digital footprints to discover they are looking out for healthier options. Rainbow identified these as opportunities and launched Rainbow for Coffee, a specialised milk for How a campaign spurred growth for Wavemaker’s client and an award for the agency coffee that delivered on consumers’ expectations of taste and health.
We learned the mid-morning coffee it always whitened coffee, which stimulates thinking and brightens up the mood. This g
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