Lactofree -

- launched by Arla foods in 2006


- adverts produced by Wieden and Kennedy, directed by Eric Lynne


This is another product i decided to research, as it is another milk product with a definite difference a real USP. Lactofree is normal cow's milk with the lactose taken out, it is the only product of its kind. As i am looking at creating a unique milk based product, i thought i would look into the way lactofree is advertised. It is also an Arla brand of milk, the same company that manufactures Cravendale. The adverts however have a very different style and are aimed at a much smaller more niche audience, so it is surprising that they have made a mass marketed TV campaign. however it has been successful. The ad's are simple to understand and highlight the product USP in an interesting humerous way, keeping them light and fun. I am going to do a quick analysis of a few of their adverts which i have watched. I also noticed how the adverts work together, as in my brief i have to make two adverts. I think i will research later into adverts work together in a campaign, how synergy is created between them to make a campaign, so it isnt disjointed.







This is my favourite of two most recent ads that i think are very clever, because they are a "story that symbolises the benefit" style advert, so they are interesting and humerous, the audience will relate to the situation whilst understanding it is meant to be funny and a bit gimmicky.


basic analysis - Camera, Sound, Editing, Mise En Scene


- the ad starts with a mid to long shot of a softly lit house, it is dark outside, this makes the house look warm and inviting
- we see the door open from the womans point of view, and she pans down to view the milk, this makes the milk look very small, as she is looking from a high angle
- an over the shoulder shot looks back at her, as the milk speaks, the camera is at a low angle and the house looks large and powerful
- a close up of the milk shows the product in the glass, the advert is reliant on sound and there is not much happening on screen
- we get an over the shoulder shot of the woman, looking back at the milk, she doesnt say anything, is entirely mute, but ehr body language shows she is uncomfortable
- another mid to long shot shows the two interacting in the doorstep, she remains static and doesnt move
- the advert is left deliberately quiet with no non diegetic sound
-  editing is relatively slow, the shot lengths are quite large
- a change of scene shows the product range atop a table, introducing the product at the very end




This advert is the second from the same campaign, it is very similar to the first, with both adverts having much of the same narrative, the only real differences being location and the set.




- the same camera angles are used, and speed of editing and length of shot is the same- very slow. The speech is along the same lines and not very different, meaning that the two adverts are a bit too similar, not distinguishable enough from one another. I therefore dont think these ad's work well together.