bc dairy foundation liz gurszky director of marketing jaimie turkington marketing manager
TRANSCRIPT
It’s always been survival of the fittest. Drink milk. The BIG idea on a Small
Media budgetPresented by: Liz Gurszky & Jaimie
Turkington
MILK: Branding a Common Commodity
o 100% trial rateo 99% presence in homes and
fridgeso Carton is empty – MOM, the
PRIMARY PURCHASER, automatically goes shopping and replaces it
o Milk is like white wall paper – it’s been around for a long time!
1.6 per day
1.1 per day0.8 per day
0.5 per day
0 to 11 yrs12 to 17 yrs
18 to 29 yrs
30 + yrs
*Number of milk drinks per day
Daily Per Capita: Milk consumption declines as a person gets older
The Challenge
o Steepest decline in milk consumption occurs at 16 or 17 years of age – and continues into adulthood
o Curtail defection from milk o Making milk relevant so, it is
considered by the target as beverage of choice
Treating it like a brand!
Television
•30 second ads to stop youth in their tracks with a clear message
to choose milk.
Secure programming that ranks high against the target market
and is consistent with the creative message “Survival of the Fittest” ( i.e.: The Olympics, Survivor, The Apprentice, The Amazing Race,
Fear Factor).
Core Vision: First ever Jumbotron in downtown Vancouver at the hub
of youth activity for shopping, meeting, going to schools, night
clubs, etc.
Theatre
•Print and Full Motion Movie Theatre Advertising: To reach
youth where they live and play
Teens and young adults are regular movie-goers, attending movies on average, 2 times per
month.
OOH: Resto-Bar Posters
•Place-based resto-bars at
university campuses,
restaurants, fitness centres and
stadiums:
82% of the target went to a
restaurant in the past 30 days.
Place-based
approach to reach youth when
they’ve survived a grueling task
(ie: fitness centers).
Print: Post Cards
•Collectable postcards distributed via post-secondary campus newspapers and Youthlink magazine.
•81% of young adults are more likely to be enrolled in a post-secondary institution.
In-Store Floortalk
•C-stores: influence the consumer at point-of-purchase. •Teens and young adults shop frequently at c-stores (11+ times in the past 30 days); 71% more likely to shop in c-stores than the base population.
Red Cat Klub Nights•High school dances.
•Partnership includes place based posters, web presence, 3 minute exclusive video broadcast at the event and opportunity to sample via the “Fuel Bar” (martini-type drinks made from flavoured milk).
drinkmilk.ca• Interactive youth-oriented website
featuring a live caveman recently thawed (Second Chance Caveman).
• This fall, Second Chance Caveman will appear on two youth oriented dating sites (clubvibes and flicker.com)
• Website builds a strong fan base and site traffic is well above norms
• The average visit length: 4 minutes
Awards• Cassies
• New York Festival
• Bessies
• Advertiser of the Year (Marketing Awards)
• Digital Media Awards
Results
• Recall of the caveman ads at 78% (compared to beverage norms at 49%)
• Milk consumption occasion up 1%• Pop consumption occassions down 5%• AC Nielsen sales through retail outlet
reports(52 weeks ending May 10)– Total milk +3%– Chocolate +9%
Thank You!
Liz Gurszky Jaimie Turkington
Director of Communication Manager of Marketing and Market Development and Communication e. [email protected] e. [email protected]