Alex Lea
Executive Creative Director at ROKKAN
New York-Greenville, United States
TitleGargle
Agency
Campaign Got Chocolate Milk?
Advertiser America's Dairy Farmers
Brand Milk
PostedSeptember 2001
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
Market United States
Editing Company
Music
Executive Creative Director
Art Director
Copywriter
Copywriter
Agency Producer
Director
Production Company
Production Company
Group Creative Director
Producer
Director of Photography (DOP)
Editor
Sound Design Company
Sound Design Company

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