MUCH MORE THAN MILK by Grupo Gallegos for California Milk Processor Board

Adsarchive » Promo » California Milk Processor Board » MUCH MORE THAN MILK

MUCH MORE THAN MILK

Pin to Collection
Add a note
Industry Milk
Media Promo & PR
Market United States
Agency Grupo Gallegos
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: Best Integrated Campaign Led by Promotion and Activation
Advertiser: CALIFORNIA MILK PROCESSOR BOARD
Product/Service: MILK
Agency: GRUPO GALLEGOS
Date of First Appearance: Feb 18 2010 12:00AM
Entrant Company: GRUPO GALLEGOS, Long Beach, USA
Entry URL: http://www.muchomasqueleche.com
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)
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 - Univision.com - 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 all kinds of 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. We used supermarkets, Macy’s department stores, and mass media as the forums to stage the biggest “2 for 1” promotion ever. Each effort aimed to show milk as a “new” product, for beautiful hair, healthy teeth, gorgeous skin, and even a sleep aid.

Describe the success of the promotion with both client and consumer including some quantifiable results
Twenty-two thousand people came through the Milk Pop-Up Store in fourteen days. Still more found milk in the oddest places at their local supermarkets. 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. They “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 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. If you found yourself in a Macy’s beauty department, you’d be treated to a truly beautifying experience, including makeovers, beauty recipes and tips, and a glass of the stuff that makes it all happen: milk. Supporting mass media and online efforts reinforced the same benefits of milk.