White Milk: Music makes more milk

This case study describes how the BC Dairy Association, a not-for-profit organisation which represents dairy farmers in British Columbia, Canada, targeted parents of young families as well as teenagers to attempt to halt a decline in milk consumption.

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...

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