DDB
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BC Dairy Foundation •
Clorox •
Canadian Tourism Commission Knorr Frozen Entrees • United Way Of The Lower Mainland |
BC Dairy Foundation
The challenge: Rejuvenate teens’ waning interest in milk and make it a beverage of choice. DDB’s insight: When teens turn 16, milk is no longer part of their social world.
The creative took the idea of “making good choices” and connected it to survival with humorous scenarios showing the demise of animated cavemen who made the wrong beverage decisions. The message was conveyed using multiple touchpoints: TV and cinema, posters and postcards in restaurants, fitness centres, campuses and high schools, floor decals in-store, and an interactive website.
Seems milk is good. Research and sales data confirmed increases among teens in awareness, consumption and the demo’s social acceptance of drinking milk. And attitudinal success was supported with business results – there was a 3% increase in milk sales between May 2005 and May 2006 in B.C. The campaign also had a residual effect on chocolate and other flavoured milks increasing consumption by 9% during the same period.
Television
 Iceage |
 Pterodactyls |
 Raptor (Cinema) |
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 Belly Poster |
 Branch Poster |
 Squished Poster |
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Interactive
 Website |