Dairy Farmers of Canada (DFC) has won this year’s International Milk Promotions (IMP) trophy at the International Dairy Federation World Dairy Summit in Berlin. The “Building Milk Volume Five Seconds at a Time” campaign, developed by DFC’s marketing team in co-operation with Due North Communications, M2 Universal and Head Gear Animation was named the winner of the prestigious Yves Boutonnat Trophy.
The campaign features new and completely innovative five-second “DOT Spots” designed to grab teenagers’ attention and keep them interested. A total of 129 spots was created, including cinema-specific, online and mobile phone-specific spots, using random scenarios to communicate one milk benefit at a time in a way that is relevant to teens.
“Teenagers, one of the largest groups of milk consumers, understand the many benefits of milk, but our challenge was that they were not drawn to milk from a brand perspective,” said Ian MacDonald director of marketing and nutrition with DFC. “Our strategy was to entertain and educate teens quickly, let them ‘catch’ the spots, put the pieces together and make up their mind to choose milk.
“The five-second DOT ads have been a fabulous success both in terms of driving milk sales and in changing teens’ perceptions and increasing their interest in drinking milk,” said MacDonald.