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, TheMilkGlass.ca, 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.