California Milk Processor Board Promo MUCH MORE THAN MILK by GALLEGOS United

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Industry Milk, Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency GALLEGOS United
Director Armando Bo, Luciano Podcaminsky
Associate Creative Director Saul Escobar Associate, Curro Chozas - Acd
Executive Creative Director Favio Ucedo
Art Director Paula Oliosi
Copywriter Edgar Hernandez
Account Supervisor Nora Ayala
Released February 2010

Credits & Description

Category: Ambient Promotion: Small Scale
Product/Service: MILK
Date of First Appearance: Feb 18 2010 12:00AM
Entrant Company: GRUPO GALLEGOS, Long Beach, USA
Entry URL:
Executive Creative Director: Favio Ucedo (Grupo Gallegos)
Group Creative Director: Juan Oubiña (Grupo Gallegos)
Associate Creative Director: Curro Chozas (Grupo Gallegos)
Associate Creative Director: Saul Escobar (Grupo Gallegos)
Agency Producer: Carlos Barciela (Grupo Gallegos)
Digital Director: Tomas Perez (Grupo Gallegos)
Group Account Director: Montse Barrena (Grupo Gallegos)
Account Supervisor: Nora Ayala (Grupo Gallegos)
Director, Planning & Research: Verena Sisa (Grupo Gallegos)
Copywriter: Edgar Hernandez (Grupo Gallegos)
Director, Planning & Research: Verena Sisa (Grupo Gallegos)
Agency Producer: Valeria Maldini (Grupo Gallegos)
Art Director: Paula Oliosi (Grupo Gallegos)
Planner: Holly McGavock (Grupo Gallegos)
Director of Promotions: Kelly Ward (Grupo Gallegos)
Director of Promotions: Johanna Purmort (Grupo Gallegos)
Director: Armando Bo (Rebolucion)
Executive Producer: Patricio Alvarez Casado (Rebolucion)
Multimedia Director: Sergio Bahamondes (Plural & Partners)
Media placement: Television - KMEX - February 18, 2010
Media placement: Radio - KLVE - February 18, 2010
Media placement: Pop Up Store - Macy's Union Square San Francisco - March 26, 2010
Media placement: Online - - February 18, 2010
Media placement: Print - People En Español - February 18, 2010

Describe the objective of the promotion.
With even higher consumption levels than non-Hispanics, we already knew Hispanics loved their milk! Still, we were tasked with getting them to drink one more glass. In order to do that, we had to find a way to get them to see milk in a different light. We had to show them that milk is more than just milk.

Describe how the promotion developed from concept to implementation
We knew that milk had a host of key benefits, many being the same as those found in many health and beauty products, so we used this as our jumping off point. The idea was to find a unique way to show consumers that milk is really two products in one. To this end, we created “2 for 1” labels that looked like they were for shampoos, toothpastes, and beauty creams and attached them to gallons of milk in supermarkets. Consumers found them in the milk section, but also next to their favorite hair products, toothpastes, and skin care products!

Describe the success of the promotion with both client and consumer including some quantifiable results
Consumers found milk in the oddest places at their local supermarkets, forcing them to see milk in a new light. Post-launch tracking studies found Hispanics to have increased their milk consumption: 87% consumed it in the past 7 days compared to 82% a year prior. Let’s just say they truly “got” milk.

Explain why the method of promotion was most relevant to the product or service
We decided to be smart about it; we went to the exact places where our consumers were already looking for their health and beauty products. Shiny hair? Milk in the shampoo aisle. Strong and healthy teeth? Milk next to the toothpaste tubes. Soft skin? Milk stacked between face lotions. And if you found yourself at the refrigerated milk case, the gallon you reached for read “MILK” on one side, yet showed a shampoo label on the other. Milk suddenly looked like a great deal when consumers realised it was two products in one!