Editor's note: the Milk Processor Education Program yesterday announced it is undertaking a new integrated marketing campaign called Milk Life. The campaign will focus on the nutrition in milk, especially its protein content. In this exclusive report, MilkPEP Interim CEO Julie Kadison explains the decision.
Most people who work in the dairy industry are familiar with the iconic “got milk?” milk mustache campaign, but fewer know that research is the driving force behind MilkPEP’s approach to program activities ranging from targeting to messaging and creative execution. Often, the research conducted to guide our consumer campaign also provides our processors with important and actionable insights that can help guide product development, inform marketing and drive sales.
Creating new segments will help protect milk’s relevance, while developing products for those segments will help revitalize sales.
January 16, 2013
Creating new segments will help protect milk’s relevance, while developing products for those segments will help revitalize sales. Think about how a completely breakthrough product such as the Swiffer Sweeper can revolutionize a category — a new product of this magnitude can help capture sales and bring consumers back to fluid milk.
Sales of milk continue to decline, and traditional grocery stores are losing market share. Consumers increasingly are buying milk at club stores and dollar stores, according to an analysis by Prime Consulting Group, Bannockburn, Ill., for Milk Processor Education Program, or MilkPEP, Washington, D.C.