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BC Dairy Foundation
Liz GurszkyDirector of Marketing
It’s always been survival of the fittest. Drink milk. The BIG idea on a Small
Media budgetPresented by: Liz Gurszky & Jaimie
Turkington
MILK: Branding a Common Commodity
o 100% trial rateo 99% presence in homes and
fridgeso Carton is empty – MOM, the
PRIMARY PURCHASER, automatically goes shopping and replaces it
o Milk is like white wall paper – it’s been around for a long time!
1.6 per day
1.1 per day0.8 per day
0.5 per day
0 to 11 yrs12 to 17 yrs
18 to 29 yrs
30 + yrs
*Number of milk drinks per day
Daily Per Capita: Milk consumption declines as a person gets older
The Challenge
o Steepest decline in milk consumption occurs at 16 or 17 years of age – and continues into adulthood
o Curtail defection from milk o Making milk relevant so, it is
considered by the target as beverage of choice
Treating it like a brand!
It’s always been survival of the fittest. Drink milk.
Television
•30 second ads to stop youth in their tracks with a clear message
to choose milk.
Secure programming that ranks high against the target market
and is consistent with the creative message “Survival of the Fittest” ( i.e.: The Olympics, Survivor, The Apprentice, The Amazing Race,
Fear Factor).
Core Vision: First ever Jumbotron in downtown Vancouver at the hub
of youth activity for shopping, meeting, going to schools, night
clubs, etc.
Television
Click here to view video
Theatre
Click here to view video
Theatre
•Print and Full Motion Movie Theatre Advertising: To reach
youth where they live and play
Teens and young adults are regular movie-goers, attending movies on average, 2 times per
month.
Out of Home
Click here to view video
OOH: Resto-Bar Posters
•Place-based resto-bars at
university campuses,
restaurants, fitness centres and
stadiums:
82% of the target went to a
restaurant in the past 30 days.
Place-based
approach to reach youth when
they’ve survived a grueling task
(ie: fitness centers).
Print: Post Cards
•Collectable postcards distributed via post-secondary campus newspapers and Youthlink magazine.
•81% of young adults are more likely to be enrolled in a post-secondary institution.
In-Store Floortalk
•C-stores: influence the consumer at point-of-purchase. •Teens and young adults shop frequently at c-stores (11+ times in the past 30 days); 71% more likely to shop in c-stores than the base population.
Red Cat Klub Nights•High school dances.
•Partnership includes place based posters, web presence, 3 minute exclusive video broadcast at the event and opportunity to sample via the “Fuel Bar” (martini-type drinks made from flavoured milk).
Integrated CampaignExtending the “Survival” message on the web and on
the street.
drinkmilk.ca• Interactive youth-oriented website
featuring a live caveman recently thawed (Second Chance Caveman).
• This fall, Second Chance Caveman will appear on two youth oriented dating sites (clubvibes and flicker.com)
• Website builds a strong fan base and site traffic is well above norms
• The average visit length: 4 minutes
Street-level Tactics: The Cold Crew
Awards• Cassies
• New York Festival
• Bessies
• Advertiser of the Year (Marketing Awards)
• Digital Media Awards
Results
• Recall of the caveman ads at 78% (compared to beverage norms at 49%)
• Milk consumption occasion up 1%• Pop consumption occassions down 5%• AC Nielsen sales through retail outlet
reports(52 weeks ending May 10)– Total milk +3%– Chocolate +9%
Thank You!
Liz Gurszky Jaimie Turkington
Director of Communication Manager of Marketing and Market Development and Communication e. [email protected] e. [email protected]
