Introducing The Milk Glass™, the best way to enjoy a glass of milk
Today, Dairy Farmers of Canada launched a new campaign unveiling the latest innovation in milk drinking, The Milk GlassTM, which takes an incredibly popular idea – the glass – and refines it further.
Competing in a category, which sees a proliferation of new product options and beverage innovation each year, milk is often forgotten as a beverage choice by many Canadians.
“While our target enjoys drinking milk, it’s often overlooked due to the overwhelming amount of choice in the beverage category,” says Victoria Cruz, director of marketing and retail, Dairy Farmers of Canada. “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.”
Knowing that many beverages that are truly appreciated often have a designated drinking vessel, the new campaign by DDB Canada’s Toronto office romanticizes the milk glass by playfully positioning The Milk GlassTM as the future of milk drinking.
“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,” says Paul Wallace, executive creative director, DDB Canada.
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 tastefully designed glass. The campaign launched on October 3, 2016 and will continue in various markets across Canada for eight weeks, with Initiative responsible for media buying and planning.
About Dairy Farmers of Canada
Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization defending the interests of Canadian dairy farmers and striving to create favourable conditions for the Canadian dairy industry. Working within supply management, DFC promotes safe, high quality, sustainable, and nutritious Canadian dairy products made from 100% Canadian milk through various marketing, nutrition, policy, and lobbying initiatives. Driven by a strong sense of community and pride, DFC and Canadian dairy farmers actively support a number of local and national initiatives. Visit dairyfarmers.ca for more information.
About DDB Canada
DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. The agency was named 2015 Digital Agency of the Year by strategy magazine and was ranked #2 agency in Canada by the Gunn Report in 2015. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated marketing disciplines include: public relations, event management, digital, social, mobile, branding, design, direct response, CRM and shopper marketing.
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For more information or interviews, please contact:
Paige Calvert
604.608.4421
paige.calvert@ddbcanada.com