Mike Kaplan
Copywriter at adam&eveDDB
London, United Kingdom
TitleFrom Bland To Brand
Agency
Campaign The White Stuff - Dairy Council
Advertiser The Dairy Council
Brand Milk
Product Milk
Business Sector Milk & Milk Based
Philosophy From Bland to Brand; how The Dairy Council showed it was made of The White Stuff



“The White Stuff” campaign of 2000-2001 dramatically improved the fortunes of milk. A strong insight into the image of milk and its consumers led to a powerful creative idea and a media strategy that used an unprecedented range of communication channels, from TV and radio, to packs, milk trucks and even farmers’ fields. This made the campaign 4 times more efficient than had been predicted, to give farmers and dairies a £20.8m return on their £8.2m investment.
Media Type Television
Length
Market United Kingdom
Production Company
Creative Director
Copywriter
Advertising Manager
Director
Copywriter
Creative Team
Art Director
Creative Team
Art Director
Art Director
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Creative Team
Art Director
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