OOH + SOCIAL + TACTICAL
SMUG Dairy
Feel as smug as...
...a campaign with an attitude.
SMUG Dairy is a category-first blend of oat and cow’s milk, made for people who love real dairy, but not the saturated fat or carbon guilt that comes with it.
Inspired by the name, we turned that feeling of making a better choice into a full-blown flex across London and in Brighton.
Bold blend. Bolder headlines.
Over 50 contextual OOH lines ran across London and Brighton, tailored to its exact location or media placement.
Confident. Cheeky. And impossible to ignore.
Nothing like a football win to dial up the smugness.
We even jumped on Tottenham Hotspur’s momentous win over Manchester United in the UEFA Europa League Final, dropping reactive headlines just hours after the final whistle.
The tactical headlines ran across TikTok, Instagram Stories and on a digivan parked outside the stadium, putting SMUG Dairy right in the heart of the football conversation, exactly when it mattered.
Smugness amplified.
This campaign amplified the attitude introduced in SMUG's online films and TVCs that ran a few weeks prior.
And if we truly had our way...
If we could’ve shaved just a week and a half off production (we already had client sign-off), we would’ve done this:
A real life Larry, using the same actor from the TV ad, sitting smugly in a live 3D billboard, frothing milk.
Sadly, this idea remains a mock-up on a deck to this day.
Credits
Client — SMUG Dairy (Kerry Dairy)
Agency — BMB
Media — Goodstuff
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© Pimwadee Lai