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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands