LIF · 2018
THE GAP
Promotions were everywhere.
Every dairy brand had an offer.
Every shelf was shouting buy more, save more.
“Buy 6, get 1 free” was logical — and therefore invisible.
THE INSIGHT
People notice what doesn’t add up.
When logic breaks, attention kicks in.
THE MOVE
Don’t explain the offer.
Disrupt the equation.
THE IDEA
Wrong Mathematics.
The promotion was framed as a contradiction: 6 – 1 = 6
A statement that felt wrong — until you stopped and thought.
Films and in-store communication leaned into the confusion, inviting people to figure out why this mathematics actually worked.
Curiosity did the selling.
Understanding followed.
THE OUTCOME
The promotion stood out in a crowded category.
• Broke through promotional clutter through intrigue
• Drove attention at shelf and in-store
• Made a simple offer feel clever and memorable
LIF didn’t shout a deal.
It made people stop and think — attention engineering.
The ‘Wrong Mathematics’ Campaign
LIF · 2018
THE GAP
Promotions were everywhere.
Every dairy brand had an offer.
Every shelf was shouting buy more, save more.
“Buy 6, get 1 free” was logical — and therefore invisible.
THE INSIGHT
People notice what doesn’t add up.
When logic breaks, attention kicks in.
THE MOVE
Don’t explain the offer.
Disrupt the equation.
THE IDEA
Wrong Mathematics.
The promotion was framed as a contradiction: 6 – 1 = 6
A statement that felt wrong — until you stopped and thought.
Films and in-store communication leaned into the confusion, inviting people to figure out why this mathematics actually worked.
Curiosity did the selling.
Understanding followed.
THE OUTCOME
The promotion stood out in a crowded category.
• Broke through promotional clutter through intrigue
• Drove attention at shelf and in-store
• Made a simple offer feel clever and memorable
LIF didn’t shout a deal.
It made people stop and think — attention engineering.
