Our intention was really just to create happy kids, hence happy mums. A win-win situation!

Every mother knows that milk is an important part of their child’s diet. But after a certain age, kids often want to move on to drink soft drinks. So, working with Cream-O, we invented ‘The Cookie Mug’.

It’s an edible cup made of nutritious digestive cookies, healthy dark chocolate with just the right amount of sugar kids need. The Cookie Mug packaging was designed to look like a milk carton and given away free with Cream-O cookies.

The Cookie Mug sold out in a week and Cream-O sales rose by 19% – showing that sometimes it’s okay to play with your food.

The systematic mapping of the entire journey through the PDJ is central to our way of working... more than just the framework for gathering and organising insights, it helps us to conceive and execute the strategies that place our Pivotal Ideas at precisely the right moment on the journey."

Jonathan Dodd, CSO, London

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