Arla x Tetra Pack

Don't cry over spilt milk.

''Most consumers mistakenly believe that expiration dates on food indicate how safe the food is to consume, when these dates actually aren't related to the risk of food poisoning or food borne illness.'' - Report from Natural Resources Defense Council. We have decided to create a new packaging for Arla’s milk cartons, where expiration dates are replaced by a new technology based on pH-measurement, which will actually visualise when the milk is going bad. 

Role 

Conceptrice Rédactrice

With

Strategist :

Mia Seland

AD/Copy :

Mike Dinesen

Art Director :

Louisa Delor

Script

Am I good or bad? Well, you rather be safe than sorry, right?

 

Every day good milk is poured out the sink because the expiration date is exceeded. But Arla and I have decided that we are done crying over spilled milk. That’s why Arla has made it easier for you and your senses to see what mood I am in. 

 

How? With Arla Sense, a technology based on pH measurement that indicates whether I am too sour to drink or still good to go. It will replace the small confusing expiration date from my carton with this new feature.

 

I have a natural pH around 6.8, but when I start to go bad I can be measured since lactic acid makes the pH value drop, and at 5 pH I will be undrinkable. Arla visualises this in a simple way, so you can follow my journey just by opening the fridge. Like a chameleon, I express myself with colours. When I am green, I feel fresh. When I become orange, I feel slightly agitated. When I turn red, it's too late. I get really sour and it's better not to be around me. 

 

But don’t worry, there will also be some ideas to make good use of my bad temper. 

 

My new fresh style will help you get rid of all the guessing and throw perfectly good milk, and if you are one of these people (a person drinking straight from the carton), you won’t have to worry about unpleasant sourprises.