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 OVERVIEW: In many markets, milk consumption has been in long-term decline. But this has not been the case in the Prairies, where consumption has been growing as a result of the long-running "Never Stop. Milk.™" campaign. This case reprised the historical effort, and detailed "Leave Something Behind" - the latest evolution of the campaign. It launched in September 2007.
SITUATION ANALYSIS: Over the years, milk marketers have had to accept two truths (a) it's a losing strategy to try to sell milk on its health benefits and (b) consumption drops off hugely with teens. In 2003, "Never Stop. Milk. ™" was launched to confront this. It aimed directly at teens and, rather than sell milk on rational benefits, found a way to make it cool, though not in the expected trendy way.
STRATEGY & INSIGHT: This was based on a connection that no-one had seen before. Milk helps with physical growth, but teens are concerned with something more far-reaching-emotional, intellectual and spiritual growth. Milk had not ordinarily been associated with "growth" in its broadest sense. But why not? This insight was the origin of "Never Stop. Milk.™" and in the subsequent campaign it became synonymous with the good, the bad and the ugly of growing up.
EXECUTION: "Leave Something Behind" hinged on the fact that growth often means moving away from the insecurities of childhood. In "Hockey" the lead character overcomes his apprehensions. In "Mean Girls" the heroine re-connects with an out-of-favour friend - regardless of the peer repercussions. In "Party" the heroine finds the courage to talk to her crush. In "Principal's Office" the hero takes a stand and does what's right. These vignettes were produced as :30s and edited into a :60 montage for television and cinema. There was also a "Leave Behind" wall online, and related effort in print and outdoor. Note, by the way, that there were no smiley happy kids with great teeth, and no shots of luscious milk. This was to respect teen attitudes to being "sold."
 RESULTS: From Sept 2003 to Feb 2008, Prairie milk volume was up 14.4%, compared to +6% for the rest of Canada. During "Leave Something Behind" (Sept 07 to Feb 08), Prairie volume grew by +1.7%, outpacing national trends. The campaign overall has also consistently outperformed ASI youth norms on all key advertising measures.
CAUSE & EFFECT: There were no major product or marketing changes over this time, and prices during "Leave Something Behind" were at their highest level in the last 6 years.
Prairie Milk Marketing Partnership c/o Alberta Milk
Katherine Loughlin - Alberta Milk
Melinda Falkenberg Poetz - Alberta Milk
Wendy Kelly - Dairy Farmers of Saskatchewan
Lorraine Rankin - Dairy Farmers of Saskatechewan
Jason Brandes - Dairy Farmers of Manitoba
Cossette Communication Marketing
Richard Hadden
Johh Hall
Carol Shmygol
Kim Konnert
Simon Cameron
Scott Schneider
Josh Tebbutt
Peter Kambo
Sany Fleischer
Laura Mitchell
Sean Embury
Leslie Stovall
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