MilkPep: Latte Love

Category: SME Manufacturer: Loyalty, Awareness, Sales or Trial
Brand/Client: Milk Processors Education Program (MilkPEP)
Lead Agency: Draftfcb

State of the brand's business

Milk sales have been declining for the past 20 years. Stand-alone consumption of milk – the familiar image of a full glass of milk – drives about 80% of milk volume at retail. Changing demographics, including an aging adult population and the evolution of American tastes to non-milk beverages have impacted negatively how much and how often consumers drink full glasses of milk. Furthermore, sales of cereal, the second largest contributor to milk consumption, have also been declining for several years. All of this leads to one thing: declining milk sales at retail.

Milk Processors Education Program (MilkPEP), which represents America's milk processors (got milk? campaign), cannot affect price, packaging or distribution – tools that are available to most categories and products. And, as a government check off program (supported entirely by its funders), the advertising/marketing budget is a fraction of that of other beverage category competitors.

Strategic challenge