Talking their language. Simply creating a new wordmark and range of packaging to launch a new chocolate powdered milk brand by Rainbow would never have delivered the desired results. A co-branding approach with the top children’s animated series, Ben 10 Omniverse, was proposed to FrieslandCampina. This was the missing ingredient which would deliver the message straight to children’s hearts (and ultimately their tummies). The proof of the pudding, so to speak, was a sell-out in the first three weeks of launch, with the company struggling to meet demand.