|
|
 OVERVIEW: The Prairie Milk Marketing
Partnership's (PMMP) "Never Stop.
Milk." five-year mission has seen milk
consumption in the Prairies go up
faster than in the balance of Canada.
SITUATION ANALYSIS: Up until 2003, milk consumption in
most of the developed world was going
down. It fell off sharply when people
reached their teens, and declined
even more after that. Added to this,
there was an explosion of effort from
"share of stomach" competitors like
Gatorade, Red Bull, Vitamin Water and
Rockstar.
STRATEGY & INSIGHT: At the start of the campaign, mothers
were the gatekeepers for milk
consumption, but this was changing
as parents started to take a more
collegial approach with their kids. Milk's
health benefits were also universally
acknowledged, but overriding this, milk
had a huge problem with tweens and
teens: it was uncool. This led to a key
decision, to take the problem head-on
and aim at teens.
This in turn raised the question of
how. Suddenly, an insight occurred.
Milk and kids, though in different ways,
are both synonymous with growth. This
led to "Never Stop. Milk," a campaign
based on the physical, emotional,
intellectual and spiritual growth of
growing up.
EXECUTION: It was decided that the campaign
needed to be more than a series of
"buzz" executions. The appeal had
to be at a deeper level. So, over the
years, different executions have
shown the good, the bad and the
ugly of growing up. It started with
an anthemic commercial showing
all aspects of growth, followed by
executions on outgrowing childhood,
growing up, defying labels, leaving
childish things behind and setting no
limits. Multimedia used a "surround"
strategy, with TV, cinema, digital, OOH
and in-school efforts.
 RESULTS: Since the launch in September 2003,
milk volume in the Prairies is up a
cumulative 18%, compared to 8% for
the rest of Canada.
CAUSE & EFFECT: Price, product and distribution have
not been major variables, and an
econometric study found that "the
Never Stop television campaign has
contributed significantly to per capita
consumption of fluid milk." Separately,
creative testing showed strong
results, with the campaign scoring
significantly above all youth norms on
all key measures.
PRAIRIE MILk MARKETING PARTNERSHIP
Katherine Loughlin / Melinda Falkenberg Poetz, Alberta Milk
Wendy Kelly / Lorraine Rankin, Dairy Farmers of Saskatchewan
Jason Brandes, Dairy Farmers of Manitoba
COSSETTE WEST
Richard Hadden, Creative Director
Simon Cameron, Copywriter
Scott Schneider, Art Director
Carol Shmygol, VP Account Director
Kim Konnert, Account Executive
Leslie Stovall, Senior Broadcast Producer
Peter Kambo, Media Planner
Joe Lasala / Russell Venter, Media Buyers
John Hall, Planner
Sean Embury, Interactive Creative Director
Sandy Fleischer, Interactive Planner
Laura Mitchell, Account Manager
Andre Bussanich, Interactive Art Director
|
