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Case Study

This case study describes how the California Milk Processor Board, a statewide initiative, reinvented and reimagined milk's relationship with food for California in 2015 resulting in changed perceptions, new engagements and, most importantly, an increase in consumption and purchase frequency.

Opinion

The North American Effies were published on warc.com last week. Warc subscribers can browse all 46 of them here.

News

NEW YORK: Procter & Gamble, Coca-Cola and Microsoft were among the major brand owners who picked up golds at the 2014 North America Effie Awards last night.

Case Study

This case study describes how the California Milk Processor Board created a nostalgic campaign targeting Hispanic parents and children to revive a milk consumption occasion in the US state of California.

Case Study

This case study describes a campaign by the California Milk Processor Board (CMPB), a not-for-profit marketing organisation, which targeted Hispanics by reviving an old product usage idea.

Article

A report from a joint Contagious/Google event at Global Marketer Week 2013. Presenters from Contagious showcased a number of case studies from brands making the most of the current media ecosystem, while Google offered a forecast for how distribution of media will evolve in the years ahead.

Research Paper

A short article on breakthrough marketing ideas. The "breakthrough idea" is characterised as a dangerous concept for the industry, as failure rates are very high and only a small fraction of campaigns are successful in achieving measurable results to the degree demanded by the client.

Case Study

The California Milk Processing Board had been advertising to Hispanics for quite some time and Hispanics were drinking milk in disproportionately large amounts.

Article

This paper provides an overview of the ice cream and frozen desserts industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the natural, processed and imitation cheese industry in the United States.

Article

This paper provides an overview of the fluid milk industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the natural and organic groceries industry, primarily in the United States.

Article

The ANA Multicultural Excellence Awards were created to recognize leading marketers and their agencies for their outstanding multicultural advertising campaigns.

Case Study

For over a dozen years the "got milk?" campaign relied on a deprivation and food-pairing strategy to remind California’s consumers of the importance of milk.

Article

Six months into developing a campaign, the last thing an agency wants to hear is that the marketing director now needs to consult all the stakeholders before proceeding.

Case Study

Milk is a staid and boring product drunk in childhood. Consumption declines rapidly during teenage years and never recovers.

Article

Jeff Goodby, the co-founder and co-chairman of Goodby, Silverstein & Partners describes the 25-year-old San Francisco agency's transition from traditional advertising to new forms of communication.

Case Study

The California Milk Processor Board campaign (2008) to persuade Hispanic mothers in California to drink an extra glass of milk a day.

Case Study

The challenge: to make milk hipper and inspire teens to drink more. The creative solution: create a buzz-worthy pop culture of own – the band “White Gold.” The media strategy: to mimic the condensed life cycle of a real band from indie obscurity to stadium sell-out through the distribution of content (music, music videos, posters, interviews) in teens natural habitat: online.

Case Study

After 13 years of ‘gotmilk?’ deprivation narratives, the long established campaign took a new turn, creating new news not only for the product that everybody thought they already knew all about.

Case Study

Despite the calcium benefits of milk being known in the Californian area, sales were being outstripped by alternative products claiming to offer more.

Case Study

The British Columbia Dairy Foundation (BCDF) was established to encourage milk consumption in the region, despite milk consumption now being in decline.

Case Study

In 1995 eBay Inc. was founded in San Jose, California.

Case Study

In early 1996 the Hewlett-Packard Company began to rethink its role in the electronics products industry.

Research Paper

US consumer expenditure by children aged four to 12 during 1997 was around $23.4 billion (approx £11.7 billion in 2008).