Building Milk Volume Five Seconds at a Time

Consuming just 1.3 servings of milk per day, teens were falling well short of the Food Guide’s suggestion.

Building Milk Volume Five Seconds at a Time

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

September 2007 to May 2008

Start of Advertising/Communication Effort:

September 3,2007

Base Period for Comparison:

September 2006 to May 2007

a) Introduction

Talk about the ultimate marketing challenge: How do you build volume for the most mature product in the world? For Dairy Farmers of Canada, it meant making milk relevant for teens – and this meant tearing down the walls and starting fresh. Strategically, creatively, in media and even research, we threw away conventional thinking.

It was going to take something revolutionary to get...

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Insights Team
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