Milk has been around for so many generations. It’s so old school it predates school books. And it hasn’t changed much. Sure, there have been a few tweaks here and there, but essentially milk is milk. It’s had competitors – sort of. You can’t put soft drink or juice on your cereal, can you? But recently there has been a new product option and beverage innovation every year. In Canada, milk is often forgotten in favour of new products trying to be the next milky thing.
“While our target enjoys drinking milk, it’s often overlooked due to the overwhelming amount of choice in the beverage category,” stated Victoria Cruz, director of marketing and retail, Dairy Farmers of Canada.
The agency knew that many beverages that people really appreciate have a designated drinking vessel. So DDB gave milk one. And is promoting it (humorously) as “the future of milk drinking.
DDB Canada gave milk The Milk GlassTM, “the best way to enjoy a glass of milk.”
“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,” explained Paul Wallace, executive creative director, DDB Canada.
Some of its features (as stated on its website) include:
“The campaign aims to get Canadian adults to appreciate milk again, by reminding them of the pleasure and taste of enjoying a glass of milk,” Cruz noted.
The integrated campaign includes an online film, television, preroll, OOH station dominations and social posts driving to www.themilkglass.ca, designed by DDB and developed by Mirum, where users can learn more about the specially designed glass – and order theirs free (conditions apply).
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