UHT Tetrapak milk is a niche, but growing, segment in India. Spurred by lifestyle changes, health anxiety, and a distrust of packeted milk due to a series of adulteration exposés, a small – but growing – number of Indian families have been making the switch to the safer, healthier alternative.

Scion’s consumer insight and market research clearly identified a need gap. For a brand that identified with the attitudes and aspirations of the young urban families. This was precisely the audience that the GO brand addressed.

Scion’s packaging concept evolved from consumer research that pointed to the need for a ‘cap & closure’ mechanism which was not addressed by other milk brands in the market. Outstanding pack graphics distanced the packaging of GO UHT from the many ‘lookalike’ packs of competitive brands, and proved to be an instant hit on supermarket shelves.

The launch of GO UHT is backed by a multimedia campaign of print, POS, outdoor, and television, created by Scion.