Fédération des producteurs de lait du Québec: Chocolate Milk

This case study describes a campaign by Fédération des producteurs de lait du Québec (FPLQ), a milk producers association in Québec, Canada, to reposition chocolate milk from a children's drink to a sports recovery drink in an influencer strategy.

Fédération des producteurs de lait du Québec: Chocolate Milk

Agency: Nolin BBDO

Section I — Basic information

Business Results Period (Consecutive Months): January 2009 - June 1st 2013

Start of Advertising/Communication Effort: January 2009

Base Period as a Benchmark: Year 2008

Section II — Situation analysis

a) Overall assessment

"How do you take a generic milk beverage with a small budget and pit it against a mega sports drink?"

Chocolate milk was in a slump. No longer the kid and teen magnet it used to be, its early popularity was upstaged in adolescence by a multitude...

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