The Malaysian UHT milk category is crowded, commoditised, and fiercely competitive. Nestlé’s regular UHT milk, despite strong product quality, struggled to stand out on shelves and appeal to modern mums, resulting in low single-digit market share. Competing largely on price, the brand risked being lost amid numerous local and international players.
We approached the challenge by stripping the category back to its essence: pure milk. Inspired by the simple milk bottle as a symbol of freshness and honesty, we created a “JustMilk” proposition that celebrated purity and nutrition without distraction. Graphic milk bottles became the central visual device, while magenta and brilliant blue distinguished Full Cream and Low Fat variants. Minimal typography reinforced the value and simplicity of the product. On the back-of-pack, charming illustrations depicted the farm-to-table journey, reinforcing Nestlé’s goodness credentials.
The redesign created immediate shelf impact and recognition, breaking through the clutter. Sales doubled in the first month post-launch, and market share quadrupled within six months — all without ATL support. Consumers celebrated the new look on social media, calling it “unusual” and “cool.” The design was later extended to 200ml single-serve packs, ensuring visibility across occasions from school lunchboxes to canteens, and firmly establishing Nestlé UHT as a standout choice in Malaysia.