The California Milk Processor Board (CMPB), the organisation behind the famous Got Milk? adverts, has launched a new campaign called You Can Always Count on Milk.
The slogan signifies milk as a reliable and unchanging beverage throughout life. The campaign was developed in partnership with advertising agency Gallegos United and is designed “to evolve with a growing multicultural and digitally aware audience”, CMPB said.
The new advertising initiative is aimed at millennial families across California. Each advert comedically reimagines childhood as a nine-to-five job, with children seeing milk as a source of comfort in their hectic lives. Two English-speaking spots are featured as well as two Spanish-speaking advertisements to reflect the multicultural CMPB consumer base, a key growth segment.
John Gallegos, chief executive officer of Gallegos, said: “The challenge for many brands is to find new growth and in order to do this we need to sequence differently. Results come from a willingness to take a different approach, beginning with a more accurate view of how to unlock growth. It’s about tapping growth segments in a manner that moves the ‘core’ segments as well, not the other way around.
“Today’s culturally diverse consumer straddles multiple cultures, not just ethnicity. For the CMPB that means understanding the concerns and needs of today’s consumer and tuning our messaging to address varying attitudes, media and behaviour to drive consumers from conversation to purchase within the complexities that come from diversity and transformation. For milk, our strategy is to take a consumption-based focus and lean into it to create strategies and creative that are more culturally attuned for the composition of today’s families, enabling us to resonate with the entire California market to drive growth.”
The multi-platform campaign will reach consumers throughout the purchase cycle, from discovery and purchase to repurchase. The outreach includes advertising, digital and social, search, in-store activations and point-of-sale, influencer outreach, and an updated website.
As a commitment to the diversity of the campaign, upwards of 1,300 in-store activations will take place at leading US national and independent grocery retailers including Albertsons, Lucky’s, and Safeway; Hispanic retailers including Northgate and Vallarta; and Asian-market retailers H-Mart, Seafood City and 99 Ranch. This will ensure connections with the most diverse consumer base possible.
Further to this, a CMBP customer loyalty program, Got Rewards?, will be launched during the second phase of the campaign to entice consumers to repurchase their products.
© FoodBev Media Ltd 2018
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