Milk - "Chocolatier"

Lowe New York, United States

10767

Title	Chocolatier
Agency	Lowe
Campaign	Got Chocolate Milk?
Advertiser	America's Dairy Farmers
Brand	Milk
Posted	June 2002
Product	Chocolate Milk
Business Sector	Milk & Milk Based
Tagline	Got chocolate milk?
Problem	Last year, chocolate milk was identified as a petintial way to reduce the tremendous number of consumers who fall-out of the milk franchise during the teen years. However, chocolate milk had its own set of marketing challenges. Among teens, it was not as top-of-mind versus other beverages and was percieved as a "kiddie" drink. It also struggled with limited single serve distribution in stores teens frequent and a small communications budget in comparison to the competion. the communication effort created was able to effectively change perceptions among teens and increase sales of chocolate by over 6.5 million gallons.
Media Type	Television
Length	30 seconds
Market	United States
Editing Company	MacKenzie Cutler
Music	Duotone Audio Group
Executive Creative Director	Tony Granger
Art Director	Alex Lea
Group Creative Director	David "Nobby" Nobay
Copywriter	Kevin Brady
Copywriter	Richard Wallace
Director	Rocky Morton
Production Company	Morton Jankel Zander (MJZ)
Production Company	MJZ
Director of Photography (DOP)	Harris Sevides
Producer	Deborah Kent
Agency Producer	Kelly Fagan
Editor	David Koze
Sound Design Company	Tim Barnes
Sound Design Company	Quake Basket