Cows Gone Wild

Plano, Texas -- Better known for its carbonated soft drinks, Dr Pepper/Seven Up Inc. intends to shake things up in the dairy market. The company has launched Raging Cow, a single-serve milk product with eccentric flavors and a crazed bovine mascot.The drink is supported primarily through unconventional P-O-P including a foam door handle featuring the screaming cow character, a 3-D cow mouth display, a ceiling panel dangler, a static cling and a cooler door rack. "Basically, the Raging Cow is mad and tired of today's boring flavor opportunities and varieties," says Andrew Springate, director of innovation. "She can't take it anymore! She's tired of standard chocolate flavor!"The Raging Cow wild flavors include PiÒa Colada Chaos, Berry Mixed Up, Chocolate Caramel Craze and Jamocha Frenzy."The single-serve flavored milk category has been growing and is projected to grow for the foreseeable future. I think it very much fits in line with trends we're seeing in the broader market where categories are really pushing for variety," Springate says.DPSU recently introduced new flavors for its soft drink brands with Red Fusion and dnL and created flavor extensions for Hawaiian Punch. "The macrotrend we're seeing is that variety is more important today. I think consumers, particularly younger consumers, are always looking for the next flavor and things that are new and different," Springate says.DPSU looked to consumer research and nationwide focus group testing to create Raging Cow. Close to 50 different types of flavors were crafted and taste tested. A range of characters from the cow to something more new-age were tested in focus groups as well, Springate says, but consumers kept coming back to the cow.The product launched in April, supported by thousands of P-O-P displays. "Basically the P-O-P tries to show this cow gone wild and really bring it to life in as much of a three-dimensional way as possible," Springate says.With the many display options, Springate says DPSU is pushing to have P-O-P throughout multiple points of the store where the company can get distribution. The displays went into convenience stores, supermarkets, mass merchants, drugstores and vending machines. DPSU created some vend snipes and vend fronts for the machines.Latitude, Dallas, designed the displays. The company is part of the Richards Group. DPSU produced the displays primarily in-house.Springate would not disclose the marketing budget used to support Raging Cow. "I will tell you it is certainly competitive with what you see nationally," he says.In addition to P-O-P, radio ads, print ads and the Internet were also used to support the launch.

Cows Gone Wild

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