Quebec Milk - Deux c'est mieux.

Quebec Milk’s initial campaign to establish milk as a brand was successful. But when sales began falling 1% by 2003, and consumption touched 0.7 glasses a day, it launched the ‘Two is better’ campaign.

Quebec Milk - Deux c'est mieux

EXECUTIVE SUMMARY

Results Period: September 2003 to May 2004.

Start of Advertising/Communication Effort: September 15, 2003.

Base Period: September 2002 to May 2003.

From 1998 to 2003, the Quebec Milk campaign had established an unprecedented emotional connection with consumers, elevating Milk from a commodity to a valued brand. However, after initial growth with this campaign, consumption had stagnated. In the base period for this case it was declining at approximately 1%.

The benefits of Milk are well known [see also the Prairies Milk case]. So was there any point in...

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