Once upon a time, not that long ago... Youth believed that milk was boring…that they’d out- grown it for good.
The dairy industry has been facing a steady decline in milk consumption for years. “Why do teens stop drinking milk?”
“We don’t want to hear that milk is good for us. We already know that!”
“Dog Walker”
“But how can we bring ‘Don’t Take Your Body For Granted’ to life?”
Cold Crew
“These guys have some sick moves!” Said a teen after seeing the Cold Crew
“Let’s spread the word at events,” BCDF declared. And so they did. They went to Wakefest.
and the Alcan Dragon Boat festival.
They created “White-Out” Parties
The campaign was going well, but the youth won’t stay interested for long...
“Rock”
The Cold Crew returned, with some fresh female talent, and Hip Hop moves.
A live DJ joined the Cold Crew. Now they’re complete!
The New Cold Crew
The Cold Crew’s talent earned BCDF access to large-scale events!
During these events, the youth drank lots of milk samples.
Even the audience got involved.
How do we continue to surprise youth and elevate the brand to new levels?
“Laser Sword”
“How can we activate this?”
Free Runners
The students loved the hilarious “Bungee Race.”
The Must Drink More Milk free runners surprised the back-to-school students with spontaneous parkour displays.
“I’m the best,” claimed a teen, after winning the bungee race. “Can’t touch this,” boasted another.
“You can reach me at 604-294-3775,” said Liz Gurszky. “Or try my email lgurszky@bcdf.ca,” she added.
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