PALM CREATES NEW CAMPAIGN FOR PARMALAT
By Adnews Staff
Toronto-based Parmalat Canada begins a new campaign for its Lactantia PurFiltre milk today in Quebec. The television effort was created by Palm Publicité Marketing of Montreal and introduces the tagline "Le seul et unique lait au goût digne du nom PurFiltre" (The one and only milk with a taste that's worthy of the PurFiltre name). Two 30-second spots will run on Quebec French-language television networks. The first commercial depicts a woman who drinks the milk she is using in a recipe. The second ad presents a teenager making a glass of chocolate milk who drinks the milk before adding the chocolate powder. A contest component running on Radio-Canada's "Virginie" show supports the campaign. Entrants can win a 2002 Acura 1.7 EL or a $1,000 gift certificate from Provigo Distribution.