White Milk: Music makes more milk

This case study describes how the BC Dairy Association, a not-for-profit organisation which represents dairy farmers in British Columbia, Canada, targeted parents of young families as well as teenagers to attempt to halt a decline in milk consumption.

White Milk: Music makes more milk

Svetlana Connolly

Campaign details

Brand owner: BC Dairy Association Agency: DDB Canada; OMD Canada Brand: White Milk Country: Canada

Executive summary

The BC Dairy Association has been working with DDB for 10 years, making fluid, white milk relevant to BC teens in an attempt to delay a 60-year consumption decline that starts and steepens at this life stage. The brief to DDB for 2012 marketing activ