The recession has changed consumer sentiment toward low-cost, basic products, which are no longer seen as cheap and down-market but rather a proud social statement—a shift leveraged in an Effie-winning rebranding for Israel’s Tara Dairy (Tara), Tara’s products had been considered outdated for an age when many consumers opt for milk that’s fortified in various ways or low fat, and communication was aimed at older, conservative shoppers.
JWT Israel decided to tap into nostalgia for a “back to basics” message, but with a fun, humorous spin. To illustrate Tara’s tagline, “It all begins with excellent milk,” a series of commercials feature Israeli comedic icon Menashe Noy cast as a typical 1960s dairy farmer on a kibbutz. Tending to his cows in a rolling green meadow, Menashe Noy tells stories about his favorite cow in an old-fashioned and annoying but funny way, with many irrelevant details, jumping from one loosely related anecdote to another. He conjures up a simpler time for Israeli viewers.
The campaign managed to both create an aura of nostalgic simplicity around the brand and position Tara as a youthful, energetic brand.
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