White Milk: Music makes more milk
Svetlana Connolly
Campaign details
Brand owner: BC Dairy AssociationAgency: DDB Canada; OMD CanadaBrand: White MilkCountry: Canada
Executive summary
The BC Dairy Association has been working with DDB for 10 years, making fluid, white milk relevant to BC teens in an attempt to delay a 60-year consumption decline that starts and steepens at this life stage. The brief to DDB for 2012 marketing activity departed from previous years in two ways:
- Add BC adults aged 30–49 with young kids to the target demographic, and maintain teens.
- Introduce a...