1. Milky
Rovena Pang (n8488185)
Maggie Wang (n8390258)

2. Brand concept and target
group
 Simple, easy to get and drink, active, creative,
portable
 Age group: 10 – 23 (Middle school students to
college students)
 Promote the milk drinking culture to the students in
school
 Create a new trend of milk drinking for students

3. Product design

4. “A product type may become synonymous
with a brand.”
─ Helen Vail (2009)

5. Nigahiga

6. Outline
 Youtuber Nigahiga
 Planning new project with his teammates
 Struggled about the ideas and tiredness
 Bought 5 cans of milk to teammates
 Feel refreshed and energetic

7. “By emotional, I mean how a brand engages
consumers on the level of the senses and
emotions.”
─ Bobe.M (2009)

8. Interpretation
 Bring the celebrity’s own value into the product
- energetic
- passionate
- updated
 Promote the new message of milk
- could be convenient
- for any situation or meal
- refreshing and make drinker be productive