Brand Experience and Activation > Product/Service
WHAT FLAVOUR ARE YOU?
DRAFT, Chicago / MILKPEP / 2006
Overview
Credits
OVERVIEW
ClientBriefOrObjective
Let's face it, it’s hard to get people excited about milk. In the U.S., packaging in schools is very traditional, old fashioned, and arguably boring. And the school cafeteria is not a sophisticated retail channel usually used to implement promotions. With those challenges in mind, MilkPEP set out to create a promotion inside of cafeterias to drive milk consumption and sales in St. Louis among school children ranging in ages from 5-18.
Execution
The promotion platform “What Flavour Are You?” asked students to express their individuality and personality by purchasing a milk flavor with its own graphically unique personality. The overall strategy was to make milk's packaging relevant to our target. This was done by depicting active kids using vibrant colors and splashes of milk and by combining graphics with bright patterns and interesting facts about the flavours. And we didn't stop at the packaging. We created clings, mobiles, posters, sampling options, and contests for the cafeteria space to help school kids identify with their flavour of milk.
Outcome
As a result of the "What Flavour Are You?" promotional campaign, school milk sales saw an average weekly increase of 12.2%, with many schools seeing an increase as high as 35%. Projected sales, if the test were to be rolled out nationally, are estimated at an additional 11 servings of milk per year, or 600+ million units annually across the United States.
Relevancy
Studies show that the majority of school kids want to uniquely express themselves. The "What Flavour Are You?" campaign helps them do that by purchasing a milk flavor with its own graphically unique personality. The promotional campaign brought a new sense of excitement to traditionally boring milk. Turning the cafeteria into a retail space was an unexpected move, effectively targeting school kids and encouraging them to choose and identify with their own flavour of milk.
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