The Milk Books are improving the country’s literacy with stories printed on milk packaging

Futura DDB Ljubljana and Spar Slovenia launched a new type of book that every household in Slovenia would read - a story printed on the milk packaging, with the intention to remind and encourage the residents to read more. The latest research from OECD discovered that Slovenia scored below average in literacy in comparison to other European countries [1], as one out of every four Slovenians had issues with basic literacy.

The product: The Milk Books were written by a Slovenian award-winning youth writer Bostjan Gorenc–Pizama. Fairytales “Lost pearls” and “The hiccup rabbit” are intended especially for parents to rejuvenate a classic habit of reading bedtime stories to their children – instead of children being left alone with mobile phones, tablets, video games or other popular new age technologies, which steal attention from reading books altogether.

The result: The Milk Books are to this day the most printed literature in the history of Slovenian publishing that brought joy to many homes. It helped to revive reading with the help of a product that is on the table every day, because a glass of warm milk and a bedtime story complement a good night sleep well.
The Milk Books changed the ordinary store shelves into bookshelves in 102 Spar shops all across Slovenia. They encourage customers to divert some attention away from shopping to reading.

“Habits often start forming in early childhood and are usually inherited by children from their parents. We saw an excellent opportunity to encourage reading with a product that is in every household. Also, a glass of warm milk right before sleep is every bit as essential as a good bedtime story. We joined the two that connect both generations and promotes reading”, stated Janja Stular, Head of Marketing in Spar Slovenia.

A week after the release of Milk Books its writer Bostjan Gorenc–Pizama already held the reading and signing tour. When the stock is sold out, Spar Slovenia in cooperation with the National Ministry of Education will give a donation to Slovenian school libraries to purchase new books that would continue the mission of rejuvenating the country’s love for reading.

[1] Results from the PIAAC Survey of Adult Skills in Slovenia 2016, OECD.

Futura DDB, Poljanski nasip 6, 1000 Ljubljana, Slovenia

Spar Slovenija has been active on Slovenian market for over 25 years. Since the opening of its first store, it became the leading retailer with an excellent reputation. It's guidelines is: to offer the best ratio between quality and price, to provide a wide and varied offer, to ensure the products are always fresh and to jointly strive to make every costumer happy. More at www.spar.si

Futura DDB is one of the leading Slovenian agencies for integrated communication solutions. The company was founded in 1986 as a design studio that in 1989 became a full service agency. Futura Group was formed throughout the two decades. Our mission is to be a strategic partner of those who believe in creativity and innovation as the most powerful marketing tools and in building brands. We believe that in a connected world only customer-centric brands can be influential. More at www.futura.si

This release was published on openPR.