Making Milk 'Cool' Through Media Neutral Marketing

Describes campaign by Bozell for the National Fluid Milk Processor Education Program Board (MilkPEP) and Dairy Management Inc.

Making Milk 'Cool' Through Media Neutral Marketing

'Bozell's approach to building brand equity for a commodity like milk fits our needs perfectly. Great creativity is essential, but the agency's ability to leverage this creativity across multiple communications...