Have your ever asked yourself who has been the first man who thought to milk a cow? Cravendale has the answer. Once again milk marketing is brilliant.
It’s always fun to see what people do around the world to promote milk consumption. Today I point you to France, where they’ve launched a campaign featuring a weird (and kind of ugly) character that reminds me of Casper. There is a TV spot (see below), but also a website where kids (and adults) can play and win a bunch of WII.>
If you’re looking for a weird website, take a look at Cravendale’s Milk Matters created by W+K London together with Unit 9. It’s all about pure milk, but it actually looks like the three main characters of the TV spot have drunken something strange if we should judge from the crazyness of the site. Even from the loader on the homepage you understand you’re going to see something weird… On the site you can select any character depicted in the ads, collaborate, interact and play with other visitors. There is actually quite a lot to explore, and the rich user generated video gallery definitely tells you that you are not alone in the Cravendale’s world. Don’t be shy and walk around, the whole thing is silly enough to result amusing
Two campaigns promoting milk consumption. The first is an outdoor ad created by Advico Young & Rubicam for Schweizer Milchproduzenten (Switzerland). Milk gives strong bones. The second is a billboard created by BBDO Montreal for Le Lait (Canada). One glass of milk is good, but two are better. I prefer the Swiss one…
The Milk Development Council (MDC) in the UK has launched an integrated campaign with the support of the European Commission to promote milk consumption among 11-16 years old girls. It encourages them to increase their dairy intake, and hence calcium, in a bid to halt the rising numbers of women being diagnosed with osteoporosis in later life. Dubbed “Naturally Beautiful”, the initiative takes advantage of a range of media, from tv to cinema, radio and press advertising. Of course there is also an advertainment style microsite supporting the campaign, featuring a quiz, a few milch/cheese/yogurt recipes and a disturbing mannequin.
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