B.C. Dairy Foundation

Saddled with strong associations to moms, vitamins and cows, milk is unfortunately on the wrong end of the “cool” spectrum for teens. In order to grow volume with teens and young adults, the Burnaby, B.C.-based B.C. Dairy Foundation needed to find a way to make milk more meaningful to them and make it socially acceptable to drink with friends.

Immersive research in high schools and teens’ homes revealed that this group was well-versed in the health benefits of milk. And because teens felt invincible, focusing on health would likely be ineffective. So instead, DDB tapped into their inherently competitive nature. Whether getting into college or participating in sports, the line between success and failure is slim and the slightest advantage can make a world of difference. The agency decided to drive the point home by showing the performance consequences of not drinking enough milk in an offbeat, teen-relevant way, and “Must Drink More Milk” was born.

A pool of 14 stop-motion animated films launched simultaneously across broadcast, cinema and online. Each eclectic execution highlighted a particular competitive moment in the lives of various quirky characters, from chubby Russian dolls and amorous playing cards to back alley puppets and a talking mousetrap. In every scenario, the beat-down victim lamented that he or she “must drink more milk,” which might have changed the outcome. Each film ended with a signature graphic, designed by a snowboard artist.

Online, the films lived at Mustdrinkmoremilk.com and inspired a user-generated YouTube film contest. And in the real world, strength challenges like bungee races and resistance rowing in urban centres and schools helped to bring the proposition to life.

B.C. Dairy Foundation analysis of marketing expenditure effectiveness concluded sales increased 10 times per dollar spent, relative to competitive beverages. Nielsen sales data showed a 3% growth in milk volume in B.C. – or about seven million litres per year – corresponding to the campaign timing. All this in an exceptionally mature product category. And as for engaging the teen target, winning teams at the 2009 Provincial High School Basketball Championships chanted ‘Must Drink More Milk’ to the opposition.