Direct > Product/Service
VIEW OF YOU
DRAFT, Chicago / MILKPEP / 2006
Overview
Credits
OVERVIEW
ClientBriefOrObjective
MilkPEP wanted to motivate women to embrace a weight-loss regimen that involved exercising and drinking milk. We knew that 64% of our target was aware of that core message as a result of promotional activities from 2004. MilkPEP asked us to build on the message by securing endorsements from reputable partners.
Outcome
The response to MilkPEP kicking off the Great American Weight Loss Challenge on ABC’s “The View” was record-breaking. The web site welcomed 33,000 visitors in just one hour. At retail, we achieved a 56% compliance rate with stores, which facilitated the distribution of 7.7 million calendars to consumers. We had 193,000 unique visitors to the Web site and 30,086 sweepstakes registrants.
Solution
MilkPEP partnered with Emmy Award-winning talk show “The View” during the post-New Year’s weight-loss season. The show features five dynamic women of different ages. “The View” promoted the Great American Weight Loss Challenge on-air, encouraging women to drink 24 ounces of milk every 24 hours. A print ad featured co-host Meredith Vieira. The client gave away 24 trips to NY including tickets to “The View,” a $2400 shopping spree, and a spa trip. At retail, a free weight-loss calendar was distributed in the milk aisle, which will keep consumers engaged with the brand for the remainder of the year.
More Entries from Fast Moving Consumer Goods in Direct
24 items
More Entries from DRAFT
24 items
