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California Milk Processor Board
Selling Health and Beauty by the Gallon

RAN IN: United States

CLIENT
California Milk Processor Board

W. Stephen James, Executive Director for the CMPB

AGENCY
Grupo Gallegos *Lead Agency

Montse Barrena, Group Account Director
Verena Sisa, Director, Planning and Research
Favio Ucedo, Creative Director/Principal
Juan Oubi_a, Group Creative Director
Holly McGavock, Strategic Planner
Nora Ayala, Account Supervisor
Sharon Cooper, Associate Media Director
Curro Chozas, Associate Creative Director
Saul Escobar, Associate Creative Director


SUMMARY

We'd done a great job educating Hispanics about the benefits of milk, but that was making it hard to keep their attention with the same old messages. We had to find a way to get their attention. In fact, we were going to have to stop selling milk and start selling something else entirely. The campaign surprised Hispanics alright. After only a few months, awareness of the campaign was at a whopping 72% and Hispanics were drinking more milk.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH

Audience: Connect with a new audience,Launch or relaunch a brand/product,Speak to men,Speak to women, Speak to a specific cultural or ethnic group

Type: Business to Consumer

Classification: Regional,Non-English

Language: English