IRELAND – Discount grocery retailer Lidl Ireland has recently unveiled a new range of milk packaging featuring Ladies Gaelic Football players.
This initiative encourages the public to ‘Get Behind the Fight’ by attending the TG4 All Ireland Championship Finals on Sunday, 4 August, at Croke Park.
The new milk cartons will showcase profile cards for four LGFA athletes: Kerry’s Síofra O’Shea, Galway’s Nicola Ward, Cavan’s Ally Cahill, and Tipperary’s Aisling Moloney. Each profile includes the player’s image, statistics, personal information, and club crest.
Eimear O’Sullivan, Lidl Ireland & Northern Ireland corporate affairs director, stated, “Lidl is committed to levelling the playing field for women’s sport and increasing attendance at Ladies Gaelic Football fixtures across the country, especially during this exciting Championship season.
“Our research shows that a lack of familiarity with female athletes is a significant barrier to attending games. We have phenomenal female athletes competing in the LGFA Championships who deserve our recognition and support.”
Lidl chose milk for this campaign due to its presence on most customers’ breakfast tables. The promotion will include Lidl’s bestselling Irish Whole Milk, Irish Light Milk, Irish Skimmed Milk, and Irish Protein Milk, which is known for its sports recovery benefits.
The updated designs will be available in all 179 Lidl stores across the Republic of Ireland starting 29 July.
This initiative follows national research commissioned by Lidl, revealing that 50% of Irish people believe there is a lack of female sporting heroes, and 41% think knowing someone who is playing is a crucial factor in driving attendance at women’s sporting events.
When asked to name an Irish female sports star unprompted, fewer than one in ten people could do so.
Black Cow launches new milk carton-inspired packaging
In a similar development, Black Cow has introduced a new premium milk carton-inspired pack for its Pure Milk Vodka range.
Molson Coors Beverage Company, which distributes the drink, stated that Black Cow is the world’s first pure milk vodka brand. The new fully recyclable packaging aims to tell the brand’s story and deliver impact on the shelf.
Hand-packaged in West Dorset, Black Cow’s Pure Milk Vodka is distilled using milk from grass-grazed cows. The process uses leftover whey from cheese making, contributing to a zero-waste ethos. Using milk as its sole ingredient gives Black Cow a smooth and creamy character.
The new premium packaging follows a successful year for Black Cow, the second biggest premium vodka brand. In August, fans can visit the Black Cow pop-up spritz bar at the Edinburgh Fringe.
Paul Archard, co-founder of Black Cow, said, “Black Cow is the only Pure Milk Vodka in the world. Everything in our bottle comes from milk, and our unique recipe combined with the distilling process allows us to make the smoothest vodka ever.
“We are excited to launch our beautifully designed premium milk carton packaging, which we’re sure will capture shoppers’ attention and is perfect for various occasions, from making cocktails at home to gifting spirits lovers.”
Amelia Sneezum, brand manager of Black Cow at Molson Coors Beverage Company, added, “Black Cow’s extraordinarily smooth taste sets it apart from other vodkas. Through new listings, award wins, brand activations, and standout premium packaging, we’re keeping the brand top of mind with our target audience, driving first-time trials, and helping retailers increase sales.”
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