California Milk Processor Board (CMPB): Bedtime stories

Category: Hispanic
Brand/client: California Milk Processor Board (CMPB) / California Milk Processor Board
Lead agency: Grupo Gallegos

State of the marketplace & brand's business

The bad news – Milk consumption in the total U.S. has been in decline for decades, thanks to an ever growing array of drink varieties, fragmented breakfast occasions, alternative milk options, concerns over milk's fat content and an aging population and smaller households. The situation is similar in California.

The good news – Years of marketing Milk's benefits to reinforce already positive perceptions amongst California's large Hispanic population, has helped to stem the decline. CMPB's newest campaign that built upon the well-known, rational benefits of Milk by introducing the emotional territory of "Positivity"(glass half full), had seen brand scores and consumption reach an all-time high amongst Hispanics.1

Strategic communications challenge