The recipe for reinventionx
The recipe for reinvention
Les producteurs du lait du Québec/Quebec Milk Producers
Spectacular and poster
Slow the erosion of white milk sales by reinforcing the perception that milk has nutritional and healthy benefits
Strategy and Media Used:
For OOH and print, 16 executions were created representing milk’s 16 nutriments. A glass of milk was placed at the centre of each illustration, linking all of the campaign artwork. TV creative celebrated the performance of athletes suggesting that milk may have played a part in their achievements. The idea was to show that milk possesses superpowers.
Consideration and Purchase intent saw positive results. One out of two consumers said the campaign made them want to drink more milk, while three out of 10 non-drinkers said the same thing.