The Milk Glass™ Limited Holiday Edition made a big deal out of nothing again by featuring a simple milk glass as the focal point to drive awareness, engagement and purchase of milk through entertaining and utterly useless tongue-in-cheek messaging.

We developed new premium holiday packaging to bring the campaign to life. Keeping with the minimalist theme, we gave our spokesmodel a Santa hat and a festive sweater as the holiday update. The packaging communicated ground-breaking features for the festive crowd such as, ‘Unpatented technology helps reduce holiday-related grip-and-lift fatigue’ and ‘Cutting-edge holiday graphics’. Etched snowflakes on the glass hit the holiday message home and added collectible appeal.

The program launched for a week, just before Christmas, driving purchase of 4L of milk or more at select Loblaws Click+Collect locations.

We created targeted Facebook posts that drove traffic to the Loblaws Click+Collect online shopping site. Once on the site, digital display banners highlighted the holiday milk glass offer on the home and various category pages driving to purchase of 4L of milk or more.

The promotion increased sales by 149% during the promotion week vs sales the same week the year before. Facebook ads driving traffic to Loblaws Click+Collect page saw a 5% conversion rate to their online shopping website, which was double that seen by any other Click+Collect program during that same period. Beyond that, there were zero complaints related to glass breakage which is a huge watch-out for retailer partners and big win for the team that designed the packaging.

Loblaws was happy with the results, including increased site traffic, increased milk sales and happy customers. Shoppers were excited to receive their gift and there was a positive buzz in-stores when delivering the premium-packaged holiday milk glass. Consumers only asked for more availability. We are already planning for next year…