Download Download this free, 150-page Pharmaceutical Serialization Playbook jam-packed with strategies for success and pitfalls to avoid.  Learn more >>
Article |

Milk gets 'in your face'

Cow-spotted milk cartons invaded the province of Ontario for an eight-week period beginning Sept. 30 as the Dairy Farmers of Ontario, Canada, launched a special promotion to boost milk sales.
FILED IN:  Applications  > Food  > Dairy
At the filling machines in 21 out of 23 dairies in Ontario all 250- and 500-mL gabletop cartons for chocolate and 2% milk aimed at schools hospitals and other foodservice outlets were replaced with cartons like the one shown here. Inserted into exactly 2 of the cartons was a miniature device that causes a mooing sound when the carton is opened. Consumers opening such cartons win prizes ranging from a compact disc to a car. About 20 million of the spotted cartons were filled and shipped. The mooing ones were the responsibility of Bratch Goerhun & Partners the Toronto agency that created the promotion. They filled 2 winning cartons with a mooing device and with a bag of water so winners would look and feel exactly like the nonwinners. Then they seeded the winning cartons among production runs at the 21 dairies to get a good distribution of
ADVERTISEMENT
mooing cartons in each dairy's shipments. A television ad campaign and plenty of point-of-purchase material accompanied the promotion. "The aim is to have milk be more 'in your face' to have it be perceived as competition for the sports drinks and new age beverages" says Nick Price-Owen the assistant director of product promotion for the Dairy Farmers of Ontario. He also pointed to a similar eight-week campaign his organization ran last year that raised total milk sales 2% over the same time frame a year earlier. "The 'event' quality of the promotion rubs off on other packages that are not part of the promotion" says Price-Owen.

Comments(0)

Add new comment

E-BOOK SPECIAL REPORT
42 Best Package Designs: 2014 edition
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

 

Newsletters
Don’t miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST

New Issue Alert

Packaging World Magazine

eClip

Breaking packaging news

Packaging Insights

Pertinent packaging issues

PACKAGE DESIGN/
DEVELOPMENT

Greener Package

Sustainable packaging

Shelf Impact

Package design strategies

Each newsletter ranges in frequency from once per month to a few times per month at most.