Subject Index
 

Milk was facing a number of issues: the healthiness of the product was in question because of negative press, other types of drink - from sodas to energy drink - had taken its market share over a long ...

Mayfield Dairy was operating in a category in decline, and in which prices were rapidly rising. In an effort to overcome possible losses in other areas, the company launched Nurture, a premium milk fo ...

Despite the calcium benefits of milk being known in the Californian area, sales were being outstripped by alternative products claiming to offer more. With the large Hispanic population (standing at 3 ...

Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting – and into a freezer case flooded ...

Despite acceptance of the importance of milk in youth, generally milk consumption among adults is generally half that of children. The main reason was the perceived image of milk as being fattening. T ...

After 13 years of ‘gotmilk?’ deprivation narratives, the long established campaign took a new turn, creating new news not only for the product that everybody thought they already knew all about. In 20 ...

Specialty cheeses have long prospered in Quebec, based on the strength of their French heritage. However, while some consumers knew that there were local products of superior quality available, only a ...

The Canadian beverage sector has witnessed a number of innovations and product launches in recent years, varying across waters, juices and sports beverages. While chocolate milk has a strong nutrient ...

Research has shown that as many as two-thirds of Canadians have concerns with their digestion, with women aged 30 and over one of the key segments of the population suffering with these problems. Dano ...

Milk has historically been plagued by declining consumption across much of Canada, with consumption rapidly declining after children reach the age of nine. Prairie sought to target teens and tweens wi ...

Gay Lea Spreadable Butter launched in Ontario in 2005 with ONLY limited success. As such, alongside launching in the west of Canada, Gay Lea sought to relaunch the brand in Ontario itself. There were ...

Despite having an established customer base, Nestle owned ice cream brand Haagen- Dazs was beginning to suffer due to a preconceived perception of being elite. With its main competitor Ben and Jerry’s ...

In 2004, Dreyers Grand Ice Cream, owned by Nestle, relaunched its existing product into a largely stagnant market. With less fat and richer taste it aimed to target health conscious consumers while ma ...

With a growing milk surplus, the California Milk Advisory Board launched a series of campaigns to challenge Wisconsin’s position as leading dairy producer. Focussng primarily on cheese production, the ...

Brigham’s, the New England based ice cream company, despite being well known in the local area, was struggling to compete due to limited operating budgets. With a previously traditional image, the com ...

The British Columbia Dairy Foundation (BCDF) was established to encourage milk consumption in the region, despite milk consumption now being in decline. Through the campaign "don’t take your body for ...

Despite an ever growing market Petits Filous, the brand owned by Yoplait Dairy Crest, was suffering in sales compared with competitors such as Munch Bunch. Playing on the tradition of the brand, Petit ...

Having always been perceived as a night-based drink, Horlicks, the malt-based drink, had tried to reposition itself to reach a younger market. As a consequence, the product lost ground and sought to r ...

Despite being best known for its margarine-based product, Bertolli, found it necessary to extend its product portfolio to remain competitive. Using brand extension, it moved its previous advertising m ...

Cathedral City, producer of Cathedral City Cheddar, was facing a problem with regards balancing promotion of its product against advertising. While it acknowledged the benefits of promotion in relatio ...

Despite being the market leader in the yoghurt industry, Danone hoped to encourage people to purchase its probiotic drinks. With its main competitor, Yakult, well established in this sector, people w ...

Magnum is an icon of indulgence for modern, sexy women. After the success of Magnum 7 Sins, sales momentum slowed significantly in 2004. A fresh injection of news was needed to stir up excitement, reg ...

In an industry where competition is as fierce as the margins are low, Alimentation Couche-Tard faced a daunting challenge in 2005: stop the migration of milk sales to grocery chains, and convince incr ...

Activia Yogurt from Danone launched in Quebec in June 2004 and in English Canada in January 2005. 2005 ended extremely well: sales surpassed all projections, and the national market share reached 5.2% ...

McLelland’s powerful performance as one of the fastest-growing grocery brands in the UK has been very impressive. A blend of smart strategic thinking and commitment to creating an appealing ‘seriously ...

This is about a decision to abandon a five-year campaign that had captured Quebecers’ hearts, in favour of a new direction. Great as the previous campaign was, with brilliant tracking results, it had ...

Despite a sceptical market, Dreyers was hoping to launch a new low fat ice cream. With most consumers agreeing the lower fat version did not taste as nice, not only was the brand hoping to alter perce ...

Faced by stagnant sales, Magnum, the first ‘adult’ ice-cream, launched a campaign to reinvigorate itself across Europe. The idea was to promote the brand through a limited edition range. Sales grew 20 ...

This paper is a demonstration of a communication strategy implemented based on insights gained that led to an international campaign, across six countries, for Rainbow evaporated milk taking it to the ...

Within the UK market, despite being a 99% penetration in households, there was no real differentiation in milk brands, and this was a gap Arla sought to exploit. Using the PurFiltre product developed ...