Today, Dairy Farmers of Canada (DFC) launches a refreshing new campaign that encourages consumers to grab a cold glass of Canadian quality milk and take a sip. The new campaign is part of a communications strategy to halt the decline of milk sales, by embracing the true consumer and their perception that ‘milk is just milk’.
“Men are most likely to pour themselves a glass of milk at lunch, dinner or as a snack,” says Sébastien Bergeron, assistant director, Marketing, Dairy Farmers of Canada. “They already know all there is to know about milk, so we needed to take a different approach. To drive consumption, we crafted a story that is self-aware, unexpected and gives men permission to drink milk more often.”
Developed by DDB Canada’s Toronto office, the integrated campaign “Pour A Tall Cold One” parodies the sometimes over-the-top approach of beer advertising without taking itself too seriously. Leveraging some of the age-old traditional beer formats, the English-only campaign includes the 30-second TV spot “Hockey” which takes milk into the mountains and the 15-second online video “Pour” which dramatizes the pour. The campaign will also include preroll and social videos; homepage takeovers; out of home advertising, including high impact transit shelter advertising and a 3D billboard; and a paid influencer program coordinated by DDB Public Relations.
“Our target enjoys drinking milk for what it is – a delicious drink to be enjoyed anywhere, anytime,” says Paul Wallace, executive creative director, DDB Canada Toronto. “We aren’t trying to persuade them to like something they already love, we’re just reminding them that milk is refreshing.”
The first flight of the campaign launched on February 13, 2017 and will continue in various markets across Canada for 13 weeks, with Initiative responsible for targeted media buying and planning. The campaign’s second flight launches later this summer.