MILK PARADE by Dcs for Vonpar

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MILK PARADE

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Industry Milk
Media Promo & PR, Case study
Market Brazil
Agency Dcs
Creative Director Roberto Callage E Régis Montagna, Grace Meurer, Rafael Bohrer
Art Director José Pedro Bortolini, Maurício De Oliveira
Copywriter Eduardo Boldrini
Designer Davi De Los Santos
Producer Clarice Dias, Ana Paula Luce, Mariene Braga, William Amaral
Released August 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: VONPAR ALIMENTOS
Product/Service: MU-MU MILK
Agency: DCS COMUNICACOES
Date of First Appearance: Aug 10 2010
Entrant Company: DCS COMUNICACOES, Porto Alegre, BRAZIL
Creative Director: Roberto Callage
Creative Director: Rafael Bohrer
Creative Director: Grace Meurer
Copywriter: Eduardo Boldrini
Art Director: Mauricio Oliveira
Planner: Pedro Talhari
Planner: Gilberto Giustina
Planner: Romulo Frazão
Account Manager: Priscila Barbosa
Account Director: Adriane Kampf
Designer: Davi de Los Santos
Art Director: José Pedro Bortolini
Web designer: Ana Laydner
Media Director: Ana Esteves
Media Executive: Andreia Santos
Media Manager: Luiza Bernardes
Producer: Clarice Dias
Producer: Ana Paula Luce
Producer: William Amaral
Producer: Mariene Braga
Media placement: TV campaign - RBS TV - 10/08/2010

Insights, Strategy & the Idea
Our mission was to launch the MU-MU MILK in Rio Grande do Sul, southern state of Brazil. A market with 11 million people and lots of traditional milk brands. MU-MU was a brand known only for manufacturing milk fudge and we needed to stand out in a market where all milk brands look and taste the same. Our idea was to go for what we already had: our icon, the MU-MU cow, and the new colourful cartons.

Creative Execution
We decided to bring the CowParade to launch the MU-MU MILK. For the first time in history the CowParade had only one sponsor. We turned art into media and media into art, putting the consumers and the MU-MU MILK together all over the state capital. The CowParade was the content for TV, outdoor and internet campaign. And also for more colourful cartons.

Results and Effectiveness
As a result, the original USD 1.519,000 investment generated spontaneous media worth over USD 40 million and reached more than 10 million people. The MU-MU MILK took the lead in the southern market, rising from a 4% share in July to over 17% in October. The cow auction raked in USD 850,000 - a fundraising record in Brazil, and the proceeds were donated to institutions catering to children and teenagers.