Dairy Farmers of Canada begins Milk Glass campaign
Toronto-based Dairy Farmers of Canada has begun a new advertising campaign called "The Milk Glass." Developed by DDB Canada of Toronto, the campaign consists of an online video, television advertising, online video pre-roll ads, out-of-home ads, social media activities and a website at <http://www.themilkglass.ca>. The site was developed by Mirum.
The creative takes the form of a mock product launch that introduces the glass as "the future of milk drinking." The campaign will run in various markets nationally for eight weeks. Media buying and planning is being conducted by Initiative.
"Parodying popular new product launches, this provocative, new approach uses humour and science to breakthrough to get people thinking about milk and drinking it more often," said Paul Wallace, executive creative director at DDB Canada.