Strategic Milk Alliance: Milk every moment
DDB Canada / Vancouver
Situation analysis
Overall assessment
Milk consumption is on a historical decline. Once the preferred beverage at the breakfast and dinner table in most family households, milk now faces tough competition from numerous contenders - coffee, tea, juice, wine and beer. And then there's water – a major competitor throughout the day.
The Client, the Strategic Milk Alliance (SMA), is a marketing association comprised of five regional organizations that represent producers of fluid white milk in English Canada. Borne out of a united need to increase milk consumption, the SMA banded...