Fédération des producteurs de lait du Québec: Chocolate Milk
Agency: Nolin BBDO
Section I — Basic information
Business Results Period (Consecutive Months): January 2009 - June 1st 2013
Start of Advertising/Communication Effort: January 2009
Base Period as a Benchmark: Year 2008
Section II — Situation analysis
a) Overall assessment
"How do you take a generic milk beverage with a small budget and pit it against a mega sports drink?"
Chocolate milk was in a slump. No longer the kid and teen magnet it used to be, its early popularity was upstaged in adolescence by a multitude...