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, we gave nutritional messages and reassurance that the product is natural. For kids, we used a tone of voice that told them how milk could make them big and strong, with Disney’s Incredibles characters as a backdrop.