The Mu-Mu Cow Parade

This case is quite simple. To launch Mu-Mu milk in South Brazil, the brand decided to sponsor the world famous Cow Parade public art exhibit. I know you’re about to say “so what? where’s the creativity in this?”. Well, the reason why I post it is actually to explain that sometimes you don’t have to be creative/innovative in your communication to be successful. Sometimes you can just be smart. If there is a great idea already out that you can “exploit/sponsor” maybe you should just take advantage of it, instead of trying to reinvent the wheel over and over again.

The results in the case of Mu-Mu are pretty straightforward, as Eduardo from DCS, the agency behind the project, pointed out: The campaign generated more than 40 million US dollars in spontaneous media, reaching more than 10 million people. MuMu milk jumped from a 4 percent market share in July to more than 17 percent in October.