Here are Carnation Evaporated Milk branding prints ads, product usage ads and recipe booklets distributed at retail outlets during sampling sessions. The campaign kicked off with a branding ad emphasising brand identity, pack recognition and main usage directions.   Above: The 2-colour half-page newspaper ad In phase 2 usage directions were reinforced with three ads highlighting with coffee, desserts and as whipped cream. Two layouts were presented, one dynamic and the other static. Above: Dynamic layout version. Above: Static layout on fixed format. A recipe booklet was produced to support the print campaign. Above: Cover and first inside spread Above: The inside spreads of more recipes  Finally a Recipe Contest was held to further maintain momentum with ads, posters and contest forms. The Recipe Contest Campaign comprises print ads, posters and handbills at point of sale.