1. BC Dairy Foundation Liz Gurszky Director of Marketing Jaimie Turkington Marketing Manager

2. It’s always been survival of the fittest. Drink milk. The BIG idea on a Small Media budget Presented by: Liz Gurszky & Jaimie Turkington

3. MILK: Branding a Common Commodity o 100% trial rate o 99% presence in homes and fridges o Carton is empty – MOM, the PRIMARY PURCHASER, automatically goes shopping and replaces it o Milk is like white wall paper – it’s been around for a long time!

4. 1.6 per day 1.1 per day 0.8 per day 0.5 per day 0 to 11 yrs 12 to 17 yrs 18 to 29 yrs 30 + yrs *Number of milk drinks per day Daily Per Capita: Milk consumption declines as a person gets older

5. The Challenge o Steepest decline in milk consumption occurs at 16 or 17 years of age – and continues into adulthood o Curtail defection from milk o Making milk relevant so, it is considered by the target as beverage of choice Treating it like a brand!

6. It’s always been survival of the fittest. Drink milk.

7. Television 30 second ads to stop youth in their tracks with a clear message to choose milk. Secure programming that ranks high against the target market and is consistent with the creative message “Survival of the Fittest” ( i.e.: The Olympics, Survivor, The Apprentice, The Amazing Race, Fear Factor). Core Vision: First ever Jumbotron in downtown Vancouver at the hub of youth activity for shopping, meeting, going to schools, night clubs, etc.

8. Television

9. Theatre

10. Print and Full Motion Movie Theatre Advertising: To reach youth where they live and play Teens and young adults are regular movie-goers, attending movies on average, 2 times per month.

11. Out of Home

12. OOH: Resto-Bar Posters Place-based resto-bars at university campuses, restaurants, fitness centres and stadiums: 82% of the target went to a restaurant in the past 30 days. Place-based approach to reach youth when they’ve survived a grueling task (ie: fitness centers).

13. Print: Post Cards Collectable postcards distributed via post-secondary campus newspapers and Youthlink magazine. 81% of young adults are more likely to be enrolled in a post- secondary institution.

14. In-Store Floortalk C-stores: influence the consumer at point-of- purchase. Teens and young adults shop frequently at c-stores (11+ times in the past 30 days); 71% more likely to shop in c-stores than the base population.

15. Red Cat Klub Nights High school dances. Partnership includes place based posters, web presence, 3 minute exclusive video broadcast at the event and opportunity to sample via the “Fuel Bar” (martini- type drinks made from flavoured milk).

16. Integrated Campaign Extending the “Survival” message on the web and on the street.

17. drinkmilk.ca Interactive youth- oriented website featuring a live caveman recently thawed (Second Chance Caveman). This fall, Second Chance Caveman will appear on two youth oriented dating sites (clubvibes and flicker.com) Website builds a strong fan base and site traffic is well above norms The average visit length: 4 minutes

18. Street-level Tactics: The Cold Crew

20. Awards Cassies New York Festival Bessies Advertiser of the Year (Marketing Awards) Digital Media Awards

21. Results Recall of the caveman ads at 78% (compared to beverage norms at 49%) Milk consumption occasion up 1% Pop consumption occassions down 5% AC Nielsen sales through retail outlet reports (52 weeks ending May 10) –Total milk+3% –Chocolate+9%

22. Thank You! Liz GurszkyJaimie Turkington Director of Communication Manager of Marketing and Market Developmentand Communication e. lgurszky@bcdf.ca e. jturkington@bcdf.ca lgurszky@bcdf.ca jturkington@bcdf.ca