Milk Your Diet. Lose Weight

Brand: Got Milk?Company: MilkPEPAgency: DraftCampaign Title: "24/24 Milk Your Diet. Lose Weight!"Product Category: Non-carbonated BeveragesTime Frame: Second-quarter 2004Award Category: National Consumer Promotion with a Budget greater than $5 MillionMarketing Overview Although milk generates $10.8 billion in annual sales and holds a unique position within the beverage category, it brings significant promotional challenges. Store penetration and household consumption is ubiquitous, and the product is marketed through a variety of producers and outlets. In addition, prices experienced a dramatic increase during the summer 2004, making growth goals all the more challenging. Recent scientific studies indicated that drinking three glasses of milk daily helps burn fat and assists with weight loss. But women, who buy milk for their families, often don't consume it themselves because it is considered to be a fatty food, high in calories and out of synch with a healthy, adult diet. With about 42% of U.S. women claiming to be on a diet, the gender presented major upside potential for white milk consumption. Promotion Objectives Generate awareness and build credibility for milk's weight-loss benefits among adult women. Stimulate promotional support from retailers. Increase consumption of milk among moms.Strategy & Tactics 1. Create a consistent long-term platform for a compelling weight-loss message that communicates the benefits of consuming milk.2. Educate/activate a change of behavior to a new regimen.ImplementationIn-StoreCreated a 24/24 promotional platform that literally changed the shape of milk and became the theme for all communications. The premise "24 ounces in 24 hours. Milk Your Diet, Lose Weight!" was developed based on proprietary ethnography studies of dieters/weight watchers because:Women removed milk from their diet when trying to lose weight.The concept of 24 ounces offered the flexibility to fit milk into a daily plan while giving the product an "ownable" positioning.Women would gladly drink more milk if they knew it would help them lose more weight.The agency developed a two-tier promotional program that built consumer and retailer excitement:Tier 1: To activate consumers to the regimen and enhance the 24/24 platform's credibility, the agency created a "24/24 Weight Loss Guide" that included editorial content from Shape magazine.Tier 2: To reward those who activated the regimen, the agency created an online sweepstakes for chance to win one of 24 white Volkswagen Beetle convertible cars.To stimulate sales, offered a 24/24 "Starter Kit" that made the diet easy to implement. It was promoted in the 24/24 Weight Loss Guide, online and at events.Created innovative, easy-to-implement program for retail support.Promotional activities led consumers to 2424milk.com. AdvertisingEvolved the long-standing "Milk Mustache" campaign to seed the idea among consumers. National TV spots promoted the weight-loss message along with 10-second tags supporting the promotional programs.Public RelationsEnhanced credibility for the campaign via influential health-oriented associations/publications and placement on national talk shows. Set up a national milk tour and local events with dieticians to support the weight-loss story. Results Innovative, easy-to-install displays helped break retail compliance records with a 41% rate. Participation among retailers rose 17% compared with the fall 2003 promotion, with more than 25,000 P-O-P kits ordered. MilkPEP's first consumer tracking study found that 50% of adult females 18 to 49 are already aware of the milk/weight-loss connection, and cited advertising and news stories as the sources for the information. Public relations and grassroots activities generated nearly 327 million media impressions. More than four million free weight loss guides were distributed.Web-site traffic doubled during the promotional period. An online sweepstakes attracted more than 485,000 entrants; 84,000 registrants became part of an e-mail customer relationship management program. Fluid milk sales in the second quarter of 2004 were 1.5% higher than expected, despite unprecedented price increases during the period.Summary The program started with an idea that galvanized a disparate group of agencies and milk processors from across the country. This "new news," generated by the promotion agency, was based on a product benefit, not borrowed interest. The program proves that a modestly budgeted, singularly focused idea can produce strong results. The positioning and visuals of the 24/24 Milk Your Diet campaign will serve as a powerful marketing platform for MilkPEP for years to come.

Milk Your Diet. Lose Weight

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