Temporarily branding their snack-sized milk cartons with Disney’s Incredibles characters, Robert Wiseman needed an in-store leaflet to promote them.

The trick here was to write copy that spoke to kids and their parents at the same time. So for parents, I gave nutritional messages and reassurance that the product is natural. For kids, I used a tone of voice that told them how milk could make them big and strong, with Disney’s Incredibles characters as a backdrop.