CP-Meiji and Wolf BKK’s “Sliding Mom” spot turns milk into a lifestyle choice for teens
Milk has never been particularly popular among teenagers, especially when compared to soft drinks and other beverages that seem more fun and exciting. In Thailand, this trend is even more pronounced, partly due to childhood experiences of being forced to drink milk. As a result, Thai teens consume less milk than their peers in other countries. To change this, CP-Meiji partnered with creative agency Wolf BKK to reposition milk as something teens would choose—not avoid.
To address this, CP-Meiji introduced two new flavors of Meiji Pasteurized Milk—Kyoho Grape and Fuji Apple—packaged in Japanese-style cartons designed so they don’t have to be finished in one sitting. This packaging gives teens a sense of freedom and flexibility, allowing them to enjoy the milk on their own terms, without pressure.
WOLF BKK took on the challenge of repositioning milk as a drink teens would choose willingly. They grounded their idea in a deep understanding of teen insights: the benefits of milk are a lot like the good intentions of parents – well-meaning and caring. But for teens, no matter how beneficial something may be, they don’t like being forced or having their lifestyle interfered with. When they want those benefits, they’ll ask for them in their own time.
The film, directed by top Thai director Wuthisak Anarnkaporn, follows a Gen Z teenage girl who appears well-mannered and is about to get a tattoo. Before going through with it, she opens the cap of a milk carton to summon her helpful mom, a metaphor for seeking support, in this case, asking for money for the tattoo. But just as her mom starts to scold her about school, the girl quickly shuts the cap, sending her mom back to where she came from. When she needs her mom again, she opens the cap to bring her back, and once she no longer needs her, she closes it again.
This clever storytelling parallels the mom and CP-Meiji’s two new milk flavors. Like the milk, the mom is there when needed, full of benefits, and easily set aside when not. There’s no pressure, no interference with the teen’s lifestyle. It’s a spot that truly gets Gen Z: understanding their need for independence, autonomy, and choice regarding milk.
Credits
Agency: WOLF BKK
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Kanit Mingmuang
Creative Group Head: Supakit Sukaroj
Senior Copywriter: Atichai Ditcharoen
Art Director: Pakjira Yodying, Natnicha Chianman
Senior Graphic Designer: Vanvisa Wangbamrungsak
General Manager: Natdhee Sopondhitipun
Group Communications Director: Sansuda Chuaphanich
Communication Manager: Thananya Piyacharoenwattana, Naphat Chiangrat
Agency’s Producer: Chanoknan Wongwises, Wissuta Suksawat
Film Production Company: Factory01
Director: Wuthisak Anarnkaporn
Director’s assistant: Mattanee Uajarernsup
1st Assistant director: Chaninart Chuehom
Executive Producer: Rungtawan Nanthasaen Producer : Rungtawan Nanthasaen
Production Manager: Boonsita Limprasert
Director of Photography: Abhisit Prasongsup
Camera Equipment: DOP House
Stylist: Thida Rosthip
Casting: Pornthip Muttisom
Sound Recorder: Waigoon Laopipatpinyo
Art Director: Vitune Tulakorn
Post Producer: Wipawee Khirirat
Editor: Chaleamchon Natipat
Sound Engineer: Artit Vongmetta
Sound Company: Mellow tunes
Colorist: Rattakhet Naimuang
Flame Artist: Suppakorn Thoongsin
Post Production Supervisor: Therdsak Buapian
Post Production: One cool production
