Prairie Milk Marketing Partnership – Never Stop. Milk.

Milk has historically been plagued by declining consumption across much of Canada, with consumption rapidly declining after children reach the age of nine.
Agency: Cossette West

Prairie Milk Marketing Partnership – Never Stop. Milk.

Silver: Packaged Goods Beverages Bronze: Sustained Success


Business Results Period (Consecutive Months): Sept 2003-Feb 2007Start of Advertising/Communication Effort: Sept 2003Base Period for Comparison: Oct 2002 to Sept 2003

Milk has 100% awareness, over 90% household penetration, a distribution network that would be the envy of any product marketer, yet it was plagued by declining consumption across much of Canada.

Our solution in Prairie Canada has been “Never Stop. Milk.” This campaign launched in September 2003. It positions milk against youth aged 9 to...

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