Just a few weeks ago I wrote about how Finnish dairy company Valio places lovely cows and heartfelt poetry on their milk cartons. Even though in Sweden the range of diary products is much wider, it is not as ingenious. Or is it?

Recently one of the Swedish supermarket chains begun an usual campaign. As a part of their membership program they offer their member consumers free milk. Not free as in freedom, but free as in free beer. Although it does come at a small price, but I am sure that for many consumers this makes no substantial consumption restraints. Milk cartons containing free milk carry an add that obviously pays for each carton’s content. The way I see it is if the ads’ content is appropriate for the context, I don’t see why not go for it.

True, enjoying art even on milk cartons is refreshing and inspiring–it is what art does best. But even though this Swedish food store chain might have not turned simple everyday consumer products into true Pop art, I definitely like the idea of getting free milk. Hopefully it’s only a question of time before they start offering free chocolate.

Mladen

This entry was posted on Friday, February 9th, 2007 at 5:03 pm and is filed under Culture, Food, Sweden. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.