CPG Brand and Product Promotion
Client: Milksplash
CPG Brand and Product Promotion
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25% boost in product sales in Walmart stores
Sampling program campaign generated 74,350,000 media impressions
40,450 coupons distributed through “Operation Walmart” campaign
Milksplash named “Best New Brand” by World Dairy Innovation Awards
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Milksplash was created by S&D Beverage Innovations, a division of the nation’s largest food service industry provider. To promote the new product, my team developed a brand campaign, trade campaign, and a Walmart sampling program and test market campaigns in select markets. The work included consumer television, video, print, POP, social, digital and event marketing.
Milksplash flavor enhancer provided a variety of kid-friendly flavors, designed to encourage kids to drink more milk. Research showed that kids were 70% more likely to choose flavored milk over plain milk, and are 50% more likely to choose flavored milk over juice, when they have control over the flavoring. We based the creative strategy on the human truth that kids like choices almost as much as they love treats.
I wrote and art directed this series of videos, and we created them with a skeleton crew and small budget. I had seen the comedian Emily Tarver in Haverty’s furniture commercials, and I wrote the scripts with her personality in mind. The client loved the scripts, and it all worked out when Emily agreed to do the commercials at a reduced rate.
I especially enjoyed this project because I got to be very, very selective and very fast with each creative decision. Because the team was so small, I got to have fun and be prescriptive with clothing and wardrobe details (like nail polish color, flower jewelry, eyeglasses, and more), set design, and color correction. This project involved lots of color, details, some sassiness, and a fast timeline – all things that I love. My daughter did the voiceover for the end of the spot for free, and got to be a “movie star” for an afternoon, so it was a win-win.
The campaign included consumer print, point of purchase, and social media. Print and point of purchase were designed to focus on the colorful “yum” appeal of the product to appeal to young moms shopping for their kids.
We created a wide array of interesting and creative executions for the brand. Below are two examples of some ideas that the client loved, but didn’t have the budget to produce.
The social content categories and campaigns were crafted to appeal to young moms, and followed trends the target was engaging with on social channels.
The campaign also included trade print and sales enablement materials.
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