Never Stop. Milk.

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 equity. It is healthy and good for you. It is good for your bones and teeth. It is genuine, honest and real. It is comfort food and it is great with cake. In fact, historically, it was woven into the fabric of every day life:

The people who have achieved, who have become large, strong, vigorous people, who have...

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