California Milk Processor Board: Bedtime stories
Grupo Gallegos
Bedtime story summary
The bad news – milk consumption in the U.S. has been in decline for decades, thanks to an ever-growing array of drink options, fragmented breakfast occasions and alternative milk varieties. The same is true in California.
The good news– years of marketing Milk's benefits to reinforce perceptions amongst a growing Hispanic base, had helped to stem the decline in CA. California Milk Processor Board's 2011 campaign had built upon the well-known, rational benefits of Milk by introducing the emotional territory of "Positivity". As a result, brand scores...