Milram’s colorful cheese packaging some consider some to be total curd cheese

Whether those responsible at Milram were aware of how violent the reactions would be on the new design of their cutting cheese packaging? Emotions are currently cooking on social media – there are even boycott calls. When it was about the Cheese To make better known, this marketing campaign is a direct hit. Because you just have to open X or TikKok, and you get all the cheese.

What is it about? The Milram-Keise, a product of the German milk account (DMK), has had a new design since August that comes from several artists. The cheese packages from the production of Germany’s largest dairy cooperative show colorful pictures of happy people.

The online magazine for media design “Page” explains how the illustrations are to be understood. The prints celebrate “variety and community,” explains Page. They were created by the illustrators and designers Danii PollehnJosephine Rais and Moritz Adam Schmitt.

The representations in a design that is reminiscent of comics in particular show people of different skin colors in scenes that are supposed to symbolize community: they sit at the picnic, go for a walk or play “man don’t annoy yourself”.

This should primarily address a young target group that brands expect more from brands today. It is a “buyer that is important emotional relevance and authenticity”, according to the interpretation of the marketing campaign. And these are “packagings that you didn’t know yet,” writes “Page” – colorful and exuberant in style, dive into the “modern, diverse everyday life”.

For social media, the campaign, which is to last until October, is a feast. The “breakfast table becomes a reversing institution,” writes an X-user who is probably to Woke. Others are no longer buying Milram cheese in the future-because that is election advertising for the left or the Greens.

The supporters of the colorful cut cheese pictures counterattack, among other things, with parodies, on which happy German SS officers from World War II can be seen during cheese enjoyment.

Other commentators raise the question of how local dairies see such a polarizing action and whether it is good or bad for the sales figures for Milram cheese. In fact, diversity campaigns in the United States have already retreated since Donald Trump has been a US president and a debate is being discussed in the economy as to whether companies should not stay out of politics.

The “Focus” cites the campaign from a written statement by the dairy company DMK: The design is deliberately apolitical and “reflects the diversity of our society”. After all, DMK is a company that employs employees from more than 50 nations. “We stand for respect, diversity and an appreciative cooperation – and condemn any form of discrimination,” quotes the “Focus” from the – actually quite politically sounding – classification.

So far, the design offensive has been intended as a unique action, writes “Page”. However, due to the great interest, it is not excluded that another design edition would arise.

Whether the “great interest” of the shitstorm is on social media or the customers of pure enthusiasm empty the refrigerated shelves remains open.