Britannia Milk Bikis

Milk Bikis had enjoyed a long run as an undisputed leader in its segment. But there it was, the competition, readying to bite in to its business! Milk Bikis needed to reinvent its strategy, refresh its looks and infuse fresh energy in to the brand to maintain its leadership.

For the consumer the milk benefit of Milk Bikis no longer held any relevance.Now when India was considered one of the largest dairy producers in the world, milk was easily available across the country.It was time to move on. The iconic imagery of biscuits stacked up in the shape of a milk bottle needed to tell a new story. What was the role of milk in Milk Bikis? How could it support a child’s development?We felt the time was right to evolve and speak the ‘Growth’ story.

The growth angle thus became the driver for the Milk Bikis design. The iconic biscuit as milk bottle image evolved in to a new exciting role. It became the symbol for children’s growth and development and was visually represented by showing children measuring themselves against the milk bottle. This was further reinforced by a logotype that announced the 4 SMART NUTRIENTS fortifying the milk to aid mental and physical development—vital vitamins, iron and iodine.The brand’s image of a milk-based product was boosted with a thick creamier white splashing in to the packaging. Milk Bikis written against a blue background had a more child friendly, thick milk-like evocative font that would instantly strike a chord with its end consumer.

The relaunch has rejuvenated the brand, in the process creating a unique iconography of growth and play for the brand. Along the same lines a new Milk Bikis Almond has been launched.