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Dairy Farmers of Canada begins new milk campaign

Dairy Farmers of Canada has begun a new campaign called "Pour a Tall Cold One" intended to encourage the drinking of milk. According to the organization, the campaign is part of a larger communications strategy to combat the decline of milk sales by countering the consumer perception that "milk is just milk."

Developed by DDB Canada of Toronto, the campaign takes the form of a parody of beer advertising. The English-language effort includes a 30-second television commercial called "Hockey" and a 15-second ad called "Pour" These will be supported with online pre-roll and social media videos, online materials, out-of-home advertising and an influencer program conducted by DDB Public Relations. The campaign will run for 13 weeks, with a second phase scheduled for the summer. Media work is being handled by Initiative.

"Men are most likely to pour themselves a glass of milk at lunch, dinner or as a snack," said Sébastien Bergeron, assistant director of marketing at Dairy Farmers of Canada. "They already know all there is to know about milk, so we needed to take a different approach. To drive consumption, we crafted a story that is self-aware, unexpected and gives men permission to drink milk more often."

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