Never Stop Milk. Sustained Success

This case study covers the “Never Stop. Milk.” campaign from its September 2003 launch to 2008, which established a strategic and creative platform to arrest the long-term decline in milk consumption in Prairie Canada.

Never Stop Milk. Sustained Success


Business Results Period (Consecutive Months):September 2003 to February 2009
Start of Advertising/Communication Effort:September 2003
Base Period for Comparison:September 2002 to August 2003

a) Synopsis of the Case

Five and a half years is young. Unless you are an advertising platform in this decade where the only constant is change, consumers tire quickly, and it often seems that brands and strategies opt for a quick fix in lieu of building long term equity and producing sustained results. Such is not the case for “Never Stop. Milk.” a strategic and creative platform...

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