Łaciaty Vibe

Challenge

Łaciate flavored milk is strongly associated with being a product for young children. The packaging design is mostly aimed at kids aged 3–6, even though we know that older children actually enjoy drinking it. Is it possible to change the way the product is perceived without changing the packaging, so that at the ages of 10, 13, and 15, kids will want to reach for it without feeling “embarrassed” or facing peer judgment?

Execution

By aligning the touchpoint with our target group, we created the first animated brand profile on TikTok. We brought our product mascots to life, giving them personalities, voices, and distinct characters, and built a world that feels relatable to teens, older kids, and even adults. This world humorously comments on the TikTok reality around creators and influencers. It’s funny, surprising, and anything but childish. We publish three animations per week, and each one—beyond humor—delivers a deeper message (e.g., the online world isn’t always real, not everything influencers recommend is worth buying, sometimes you need a break from the Internet, etc.).

Summary

Instead of pushing the product directly, we created a unique brand world using the animals from the packaging. We gave them a more mature personality and character, addressing topics that our target audience can easily relate to.