Milk sales in the North American prairies fell by 1.2% between 1999 and 2002 alone. With a $2.4 million budget (approximately £1.2 million at 2008 rates), the ‘Never Stop Milk’ campaign aimed to remedy this, directly appealing to youth, re-branding milk as a ‘modern’ drink.
Never Stop. Milk.
EXECUTIVE SUMMARY
Results Period: September 2003 through May 2004 (the last month for which results are available).
Start of Advertising/Communication Effort: September 8, 2003.
Base Period: September 2002 through May 2003.
Milk has inherent...
