Dairy Council - From bland to brand: how the Dairy Council showed it was made of 'The White Stuff'

Helen Croxson, Myriam Vander Elst, Andrew Perkins and Sara Donoghugh

This silver-winning paper describes the ‘The White Stuff’ campaign of 2000-2001, and how it dramatically improved the fortunes of milk.
Agency: BMP DDB and OMD UKAuthors:  Andrew Perkins, Myriam Vander Elst, Helen Croxson (OMD),Sara Donoghugh (DDB Matrix)

 Silver award

The Dairy Council Milk

From bland to brand; how The Dairy Council showed it was made of The White Stuff

This is a paper about turning a bland commodity into a desirable brand. It shows how even the most overlooked, takenforgranted product, in longterm decline, can reinvent itself and reverse its fortunes.

When BMP DDB and OMD UK won The Dairy Council account, milk was a product going downhill fast. It had a poor image, it was...

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