Dairy Dairy, Trinidad and Tobago’s (T&T’s) #1 milk brand, wanted an initiative to foster national patriotism. Utilising their brand mascots “Dip & Dunk”, an activation titled Explore the Magic was created. Driven mainly through social media, this activation highlighted and celebrated a number of iconic locations across the country, including national heritage sites, and a variety of cultural occasions. The activation provided well-appreciated education on the diversity, beauty and rich history of T&T.
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To ensure that the exercise was not seen as just another advertising campaign, we chose to focus on the significance (and magic) of these locations and experiences. In addition to the education component, the activation also had a promotion element whereby fans and followers on social media could name locations in order to win prizes. Partnerships were also formed with the custodians of some of these heritage sites further enhancing the benefit of the activation for both the Dairy Dairy brand and the heritage sites themselves.
