אל תגעו לו במילקי עם לירז סופרין, סמנכ״ל השיווק של מחלבות שטראוס

Key Points

• The conversation is an interview about the Milkig (Milky) brand campaign, led by Moran Pahman of Creative First, focusing on marketing strategy for the Strauss-owned brand.
• The campaign targets Gen Z and younger audiences, using panels and focus groups of teens to gather insights, ensuring authenticity and relevance.
• The creative concept "Don't Touch My Milky" leverages nostalgia and iconic brand history, featuring influencers like Noa Kirel and others, with a strong social media presence.
• A new campaign introduces a product line with Tzipi Shavit, blending humor, energy, and a mid-level production style between TV and digital content.
• The process involves collaborative brainstorming with creative teams, testing ideas with youth panels, and maintaining a holistic approach across platforms, including influencer activities and social media.

Summary

The interview centers on the marketing and creative strategy for the Milky brand, a dairy dessert product under the Strauss Group, as discussed by Moran Pahman, owner of Creative First, and the interviewer. The primary focus is on repositioning Milky to resonate strongly with Gen Z and younger demographics, while also appealing to broader audiences. Pahman emphasizes that Milky, traditionally a family-oriented brand, is now being strategically targeted at younger consumers through a deep understanding of their preferences, behaviors, and cultural touchpoints. This shift is driven by extensive research, including establishing two panels of teens—one broad and one more focused—to gather continuous feedback on ideas, creative concepts, and product launches. These panels are integral to the creative process, ensuring that all content, from TV spots to social media series, aligns with the authentic voice and values of the target audience.

The campaign "Don't Touch My Milky" is highlighted as a key initiative, tapping into the nostalgic and iconic history of the brand while connecting with contemporary Gen Z sensibilities. The creative approach involves collaborating with popular influencers and personalities, such as Noa Kirel, who embody the energy and relatability the brand seeks. The campaign includes a web series that gained significant traction, with high engagement and positive reception, demonstrating the effectiveness of a youth-driven, culturally relevant strategy. Pahman notes that the process is highly iterative, with ideas being developed, tested with the youth panels, and refined based on their reactions, ensuring that the final output feels genuine and not forced.

For the latest campaign featuring Tzipi Shavit, the focus is on a new product line, including Milky cappuccino and whipped cream variants, which taps into the energetic, coffee-loving culture. The creative concept blends humor and nostalgia, with Shavit’s persona bringing a unique, animated quality that resonates with both younger and older audiences. The production style is deliberately positioned between polished TV commercials and raw digital content, maintaining a sense of authenticity while ensuring high-quality execution. This mid-level approach is designed to feel relatable and not overly commercial, aligning with the brand’s goal of staying connected to its core audience.

Overall, the strategy emphasizes a holistic, omnichannel approach, integrating TV, social media, influencer partnerships, and community engagement. The brand’s success is measured through sales performance and audience engagement, with Pahman expressing confidence in the campaign’s ability to drive strong results. The interview underscores the importance of youth-centric insights, collaborative creativity, and a flexible, iterative process in modern marketing, particularly for a heritage brand seeking to stay relevant in a rapidly evolving cultural landscape.