The latest television spot for the Prairie Milk Marketing Partnership is as much about finding your passion as it is about eating and drinking healthy.
A teenage girl is shown drinking milk before she takes on downhill biking, skateboarding and soccer – all without much success until she attempts gymnastics.
The tagline reads: “Milk helps keep you going. Where you go is up to you” and throws to NeverStopMilk.ca.
The partnership’s message is that kids needs to persevere through various activities until they can find one they either love or are great at, said Bryan Collins, executive creative director at Dare Vancouver, the agency behind the work.
“The truth about life is people don’t succeed at everything. You have to persevere,” said Collins. “We wanted to go beyond just telling kids what’s in milk. We wanted to encourage them to use their energy positively.”
The television ad is the second to launch in the Partnership’s current campaign. It is accompanied by out-of-home lenticular lens posters, contesting and Facebook support.
Katherine Loughlin, manager, market development with Alberta Milk, said the campaign theme is looking to develop an emotional connection and reinforce the importance of milk with the tough-to-reach 9- to-17-year old. The sweet spot, she says, is the 14- to 15-year old typically having growth spurts.
“Our work has always been about supporting youth and delivering a positive message to them about milk… and to build promotions and social media opportunities that allow kids to participate and share.”
The campaign is running in Manitoba, Saskatchewan and Alberta.
There are two contests: Project U, which awards a $5,000 cash prize to one child for sharing their goals, obstacles and inspirations online; and a series of Mini Milk challenges which award cash prizes between $25 and $75 for doing simple actions such as exercising.
Is this a sound strategy to find young consumers? Post your thoughts in our comment section.
