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.
In keeping with our mission to positively impact milk consumption at breakfast, MilkPEP engaged the New York-based ExactCast team to deliver insights that can jumpstart consumption of milk at breakfast. The ExactCast team, a joint venture of the political polling firm Whitman Insight Strategies and the ad agency Protagonist, helped MilkPEP bring to the surface insights that will ultimately drive a turnaround in milk consumption through a tried-and-true technique that politicians have used for decades — behavioral segmentation that identifies three distinct groups of voters for a candidate: the base, the opposition and the swing.