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Dairy Farmers of Canada: Ice Cold Ice Cold Taste

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Brief & Creative: Milk sales in Canada have been in steady decline. What we learned through research is that consumers know all there is to know about milk and if we wanted to impact the decline immediately we needed to craft a story that was fun and gave them permission to drink it more often. This also meant we needed to target the consumers most likely to drink more milk: men. So, to encourage even more milk consumption we relaunched milk as an adult beverage much like one of their favourite adult beverages: beer.
Credits Other credits

DDB Public Relations - Gabrielle Totesau, Director, Paul-Mark Rendon, Account Manager

Initiative - Noah Vardon, VP, Client Business Partner, Tracey Johnston, Director Communications Design

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