BC Dairy Foundation

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BC Dairy Foundation Liz Gurszky Director of
Marketing
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Its always been survival of the fittest. Drink
milk. The BIG idea on a Small Media budget

• Presented by Liz Gurszky Jaimie Turkington

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MILK Branding a Common Commodity

• 100 trial rate
• 99 presence in homes and fridges
• Carton is empty MOM, the PRIMARY PURCHASER,
  automatically goes shopping and replaces it
• Milk is like white wall paper its been around
  for a long time!

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Daily Per Capita Milk consumption declines as a
person gets older
12 to 17 yrs
30 yrs
0 to 11 yrs
18 to 29 yrs
0.5 per day
1.6 per day
0.8 per day
1.1 per day
Number of milk drinks per day
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The Challenge

• Steepest decline in milk consumption occurs at 16
  or 17 years of age and continues into adulthood
• Curtail defection from milk
• Making milk relevant so, it is considered by the
  target as beverage of choice
• Treating it like a brand!

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Its always been survival of the fittest. Drink
milk.
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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.

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Television
Click here to view video
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Theatre
Click here to view video
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Theatre

• Print and Full Motion Movie Theatre Advertising
  To reach youth where they live and playTeens
  and young adults are regular movie-goers,
  attending movies on average, 2 times per month.

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Out of Home
Click here to view video
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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
  theyve survived a grueling task (ie fitness
  centers).

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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.

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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.

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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).

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Integrated Campaign

• Extending the Survival message on the web and
  on the street.

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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

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Street-level Tactics The Cold Crew
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Click here to view video
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Awards

• Cassies
• New York Festival
• Bessies
• Advertiser of the Year (Marketing Awards)
• Digital Media Awards

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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

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Thank You!
Liz Gurszky Jaimie Turkington Director of
Communication Manager of Marketing and Market
Development and Communication e.
lgurszky_at_bcdf.ca e. jturkington_at_bcdf.ca
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