The Milk Motto.

Children were going off milk, and mothers were struggling to keep it part of the daily routine, the SMARTIES case film says. Almarai's insight was 'the absence of a widely-used proverb reminding families of the importance of fresh milk for children' (Almarai).

Almarai created the motto شرب الحليب، سرّ اللبيب, in English 'Milk every day, is the smart way', as 'a modern equivalent that encourages families to make this a daily dietary choice at home and school' (Almarai). It became a song sung by Rasha Rizk, whom the case film calls a beloved singer of children's music in Saudi Arabia, released on Spacetoon's YouTube channel. With Anghami, parents could use AI to make a version of the song for their own child: add the child's name, pick the song's topic and share it on social media (Campaign Middle East). Almarai and its media agency, Spark Foundry, entered that AI personalisation at the SMARTIES.