Milk powders were rapidly replacing condensed milk as a tea & coffee whitener. The value-for-money equation and convenience factors had skewed the balance. It seemed Milkmaid was destined to bite the dust and become a ‘has-been’.

That is when a controversial positioning proposal (titled ‘Quo Vadis’) was mooted. What if Milkmaid could be re-positioned as an aid to make desserts? An approach considered too risky, at that time, as it could potentially alienate the traditional customer base. When the strategy rolled out, Milkmaid ended up creating a segment all its own and got ready acceptance as a ‘dessert-maker-par-excellence’. Thanks to this bold approach, the life-cycle of the brand got extended indefinitely.