Tools for Innovation: Using Sports to Speak to Kids
June 1, 2003
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In efforts to promote milk as an alternative beverage to soda, Cass-Clay Creamery Inc., Fargo, N.D., appeals to kids, particularly pre-teen boys, by teaming up with the Minnesota Vikings and Green Bay Packers.
In efforts to promote milk as an alternative beverage to soda, Cass-Clay Creamery Inc., Fargo, N.D., appeals to kids, particularly pre-teen boys, by teaming up with the Minnesota Vikings and Green Bay Packers. The dairy worked with Minneapolis-based GameDay Sports Marketing, to establish a marketing program targeting 6- to 13-year-old kids and their parents. Elements include a growth chart that promotes growing up "big and tall" like Minnesota Vikings Center Matt Birk.
Cass-Clay has successfully increased brand awareness and product sales through this strategic partnership with the Minnesota Vikings and Green Bay Packers. The marketing program extends beyond fluid milk, with ice cream and dairy dips also sporting the team logos.
