Friesland Campina - IAMN Project (English) - Tio University Utrecht - International Business Management
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Course
International Advertising And Media (IAMNE)
Institution
Hogeschool Tio (Tio)
The English variant of the project for the International Advertising and Media subject. Tio University Utrecht, International Business Management.
Regarding the company: Friesland Campina (Melkunie) about Milk.
Practical assignment International Advertising &
Media
IAMN – 2019/2020
Figure 1: 'A carton of Buttermilk' (Bndestem, 2017, p.1.)
1
, By: Jorden van Ramshorst, IBM NL 2nd year, Tio Utrecht
Index:
- Week 1…………………………………………(p; 3 to 7)
- Week 2…………………………………………(p; 7)
- Week 3…………………………………………(p; 8)
- Week 4…………………………………………(p; 9)
- Week 5…………………………………………(p; 10)
- Week 6…………………………………………(p; 11)
- Week 7…………………………………………(p; 11 to 12)
- Week 8…………………………………………(p; 12 to 13)
- Week 9…………………………………………(p; 13 to 15)
- Week 10……………………………………….(p; 15 to 16)
- The Essay……………………………………...(p; 17 to 19)
- Bibliography………………………...………...(p; 19 to 20)
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, Lesson week 1
A: I have chosen the advertising/campaign of the
Melkunie (Friesland Campina), it fits well with the
company that I have chosen; 'Buttermilk' from Campina.
The campaign shows an old man who is dressed
differently every time (clothing that suits the
environment), he always wears glasses and always tries
to promote a product of the Melkunie on the advertising.
In every advertisement a cow / or more cows appear,
usually they are dressed or they are going to run, ect.
The ad exudes comedy and tries to create a certain
humor, this works quite well because the ad is known by many. Melkunie tries to show with their
advertising how the cows and the product and company are connected, by promoting it together.
This shows that they are one and stand behind the product. Melkunie promoted products such as;
Custard, milk, buttermilk, milk & fruit, porridge, yogurt and puddings. The campaign is successful
because of its humor, extraordinary environments, animals and repetition.
Milk Union No bomb 1996
Video 1: 'Melkunie no bombshell 1996' (mdftrasher, 2011)
b.
I want to spread the campaign of the 'Buttermilk' product from Melkunie (Campina) to Finland in
Europe and Kazakhstan from the Middle East. I have chosen these countries, because in all 2
countries quite a bit of milk is drunk. Kazakhstan and Finland are also in the top European countries,
where most milk is drunk. Figure 2: 'Most milk consumption in the world per country' (Ripleybelieve,
2019).
Campina is also not yet on the market in Kazakhstan and Finland. Finland has European culture and
is highly regarded as a country that drinks a lot of milk, just like Kazakhstan which has an Eastern
culture.
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