Never Stop. Milk™ – Leave Something Behind
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | September 2007–February 2008 |
Start of Advertising/Communication Effort: | September 17,2007 |
Base Period for Comparison: | Same period year ago |
a) Introduction
Milk. One of the most nutritionally dense foods or beverages available. Conventional wisdom would suggest that simply by telling people this they will come. In droves. Especially in this day and age of health consciousness. But conventional wisdom is wrong. Leveraging the health benefits has been tried repeatedly and it has failed. Hence, across North America, there has been a decline in milk consumption for more than...