California Milk Processor Board: A bedtime story about milk

This case study describes a campaign by the California Milk Processor Board (CMPB), a not-for-profit marketing organisation, which targeted Hispanics by reviving an old product usage idea.

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...

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