Jay Chiat Strategic Excellence Awards, Bronze, 2016
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.
Effie Worldwide, Gold, North America Effies 2014
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.
Joseph Clift, Event Reports, WFA Global Marketer Week, March 2013
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.
Pat LaPointe, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 10-11
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.
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.
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.
Effie Worldwide, Bronze, Media Idea, Effie Awards 2009
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.