BC Dairy Foundation

Liz GurszkyDirector of Marketing

Jaimie TurkingtonMarketing Manager

It’s always been survival of the fittest. Drink milk. The BIG idea on a Small

Media budgetPresented by: Liz Gurszky & Jaimie

Turkington

MILK: Branding a Common Commodity

o 100% trial rateo 99% presence in homes and

fridgeso Carton is empty – MOM, the

PRIMARY PURCHASER, automatically goes shopping and replaces it

o Milk is like white wall paper – it’s been around for a long time!

1.6 per day

1.1 per day0.8 per day

0.5 per day

0 to 11 yrs12 to 17 yrs

18 to 29 yrs

30 + yrs

*Number of milk drinks per day

Daily Per Capita: Milk consumption declines as a person gets older

The Challenge

o Steepest decline in milk consumption occurs at 16 or 17 years of age – and continues into adulthood

o Curtail defection from milk o Making milk relevant so, it is

considered by the target as beverage of choice

Treating it like a brand!

It’s always been survival of the fittest. Drink milk.

Television

•30 second ads to stop youth in their tracks with a clear message

to choose milk.

Secure programming that ranks high against the target market

and is consistent with the creative message “Survival of the Fittest” ( i.e.: The Olympics, Survivor, The Apprentice, The Amazing Race,

Fear Factor).

Core Vision: First ever Jumbotron in downtown Vancouver at the hub

of youth activity for shopping, meeting, going to schools, night

clubs, etc.

Television

Theatre

Theatre

•Print and Full Motion Movie Theatre Advertising: To reach

youth where they live and play

Teens and young adults are regular movie-goers, attending movies on average, 2 times per

month.

Out of Home

OOH: Resto-Bar Posters

•Place-based resto-bars at

university campuses,

restaurants, fitness centres and

stadiums:

82% of the target went to a

restaurant in the past 30 days.

Place-based

approach to reach youth when

they’ve survived a grueling task

(ie: fitness centers).

Print: Post Cards

•Collectable postcards distributed via post-secondary campus newspapers and Youthlink magazine.

•81% of young adults are more likely to be enrolled in a post-secondary institution.

In-Store Floortalk

•C-stores: influence the consumer at point-of-purchase. •Teens and young adults shop frequently at c-stores (11+ times in the past 30 days); 71% more likely to shop in c-stores than the base population.

Red Cat Klub Nights•High school dances.

•Partnership includes place based posters, web presence, 3 minute exclusive video broadcast at the event and opportunity to sample via the “Fuel Bar” (martini-type drinks made from flavoured milk).

Integrated CampaignExtending the “Survival” message on the web and on

the street.

drinkmilk.ca• Interactive youth-oriented website

featuring a live caveman recently thawed (Second Chance Caveman).

• This fall, Second Chance Caveman will appear on two youth oriented dating sites (clubvibes and flicker.com)

• Website builds a strong fan base and site traffic is well above norms

• The average visit length: 4 minutes

Street-level Tactics: The Cold Crew

Awards• Cassies

• New York Festival

• Bessies

• Advertiser of the Year (Marketing Awards)

• Digital Media Awards

Results

• Recall of the caveman ads at 78% (compared to beverage norms at 49%)

• Milk consumption occasion up 1%• Pop consumption occassions down 5%• AC Nielsen sales through retail outlet

reports(52 weeks ending May 10)– Total milk +3%– Chocolate +9%

Thank You!

Liz Gurszky Jaimie Turkington

Director of Communication Manager of Marketing and Market Development and Communication e. lgurszky@bcdf.ca e. jturkington@bcdf.ca