Slovenia: Futura DDB Ljubljana and Spar Slovenia launched The Milk Books to improve country’s literacy

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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 (according to PIAAC Survey of Adult Skills in Slovenia 2016, OECD), 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

Janja Stular,

Head of Marketing 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. 

Futura DDB is one of the leading Slovenian agencies for integrated communication solutions. The company was founded in 1986 as a design studio and it became a full service agency in 1989. Futura Group was formed throughout the two decades, with the mission to be a strategic partner of those who believe in creativity and innovation as the most powerful marketing and brand building tools.


Agency: Futura DDB, Ljubljana, Slovenia

  • Account Director: Mija Gacnik Krpic
  • Account Managers: Anusa Zagar, Peter Dobovicnik
  • Creative Director: Robert Bohinec
  • Art Director: Robert Krizmancic
  • Ilustrator: Marusa Kozelj
  • Designer: Janez Vizjak, Marko Piškur

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