The Milkmaid: a masterpiece in the fresh since 1973

Nestlé adopts dairy Vermeer to sell desserts. On the packaging, the packaging, there is only supposed to anchor the thumbnail insignificant place in the tradition and quality of the past. Commercials on television are quite successful by telling stories. They depict a young milkmaid who prepares desserts in a world inspired by the era of Dutch painter.

Compare advertising and its original painting by the Flemish painter Johannes Vermeer in the 17th century.

This is the same character, which has been altered and only certain aspects even so minor.

 

Chambourcy chose Vermeer painting to inspire the values ​​of authenticity and tradition.

 In 1971, a product manager Chambourcy proposes to launch a whole milk yogurt in glass jar logged. The segment is unoccupied, the market is dominated by dairy skimmed milk sold in plastic containers or cardboard.

Two years later, this yogurt "old" is launched. Anxious to challenge the consumer values ​​of authenticity and naturalness, the group opted for the brand The Milkmaid. This is an adaptation of the British Milkmaid, brand dating back to 1870, which had failed in the catalog Nestlé in its merger with English Condensed Milk Co in 1905.

Remained to embody the farm of yesteryear. Chambourcy assigns the task to the agency Effivente, whose boss, Philippe Auroir, imagine a table from the outset of the eighteenth century, a pastoral. Legend has it that the Secretary has subsequently designated The Milkmaid Vermeer while leafing a book on creative art. The choice is perfect: the Dairy inspires as much authenticity as maternal warmth. In 1974, the painting comes to life through the magic of television. We see the Dairy shed his milk and take a look crooked to show that "as formerly, Chambourcy takes good whole milk yogurt to prepare good nature." The slogan is fitting with the picture that inspired the brand: "The Milkmaid, a masterpiece of Chambourcy" proclaims the first spot in black and white.

In 1979, the icon appears as the product label. It must embody tradition and know-how. In advertising, the argument switches to the same values ​​of authenticity. A base on which to build will Chambourcy many diversifications. In the early 1990s, The Milkmaid brand has many small. Twenty desserts are offered under its auspices, in glass jars or aluminum. The mark disappears from the small screen, press and remains in view. In parallel, Chambourcy gives way to Nestlé, which becomes the brand fresh.

As products, advertising The Milkmaid take more liberties with the original dogma. It is no longer milk but cook. A revolution which will be adapted to the desire in the countryside: the scent of its preparations or the noise of the whip she fights with talent can change the course of history or suspend the revolutionaries in their tracks. Ultimate transgression: the milk pushes the card know-how to show the scenes in the kitchen, against the foot of the famous "secret grandmother" who dwelleth all family recipe.