Behind the milk glass

Dairy Farmers launches parody campaign

'The Milk Glass' pokes fun at new product launches in the beverage category

Dairy Farmers of Canada has launched a parody campaign in an attempt to break through in the crowded beverage market.

With a slew of new products and innovations introduced in the category each year, the association said milk is often forgotten as a beverage of choice. So, it decided to launch an innovation of its own: The Milk Glass.

In an online video, a spokesperson explains the thinking behind “The Milk Glass,” which had to be “easy to hold and easy to lift. You had to be able to drink milk from it.”

“We could have cut corners, but then the glass probably wouldn’t have been round,” he says. “Ultimately, you had to look at it and say to yourself, ‘I want to drink milk out of that thing.’”

“While our target enjoys drinking milk, it’s often overlooked due to the overwhelming amount of choice in the beverage category,” said Victoria Cruz, director of marketing and retail at Dairy Farmers of Canada, in a release. “The campaign aims to get Canadian adults to appreciate milk again, by reminding them of the pleasure and taste of enjoying a glass of milk.”

The campaign, created by DDB Canada, includes TV, pre-roll, OOH station dominations and social posts. Mirum developed the website,, which features a humorous breakdown of the product’s features, starting with: “The open top concept invites you to access your milk freely.” There’s also an “order now” button, but users are informed that due to popular demand, The Milk Glass is sold out.

The campaign will run in various markets across Canada for eight weeks, with Initiative handling the media planning and buying.





Add a comment

You must be to comment.

Advertising Articles

BC Children’s Hospital waxes poetic

A Christmas classic for children nestled all snug in their hospital beds.

Teaching makes you a better marketer (Column)

Tim Dolan on the crucible of the classroom and the effects in the boardroom

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

Watch This: Iogo’s talking dots

Ultima's yogurt brand believes if you've got an umlaut, flaunt it!

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

123W builds Betterwith from the ground up

New ice cream brand plays off the power of packaging and personality

Sobeys remakes its classic holiday commercial

Long-running ad that made a province sing along gets a modern update