BC Dairy Foundation breaks survival of the fittest campaign
By Adnews Staff
The BC Dairy Foundation has released a new campaign intended to encourage young adults to drink more milk. The campaign, developed by DDB Canada of Toronto, will include television, theatre and outdoor advertising, plus promotions, point-of-purchase materials and a new website at <http://www.drinkmilk.ca> created by Tribal DDB. The television creative, done in computer animation, shows cavemen being threatened by prehistoric animals for failing to drink milk. The ads use the tagline, "It's always been survival of the fittest. Drink milk." One ad depicts a caveman who is so engrossed by a soda can that he doesn't notice a rapidly-approaching dinosaur, which squashes him underfoot. In another ad, a caveman wakes two sleeping tigers by opening a bottle of soda. "Our mission is to break through, get the attention of young adults, get them thinking differently about milk as a beverage and then drink more of it," said Robin Smith, executive director of the foundation. "So, you're not going to see cold glasses of milk, close-ups of kids or obvious nutritional information. Our audience understands the subtle and humourous approach." The website allows visitors to interact with a character called the "Second Chance Caveman" who has been thawed-out after two million frozen years and must now choose healthier foods. The site also contains information on upcoming contests and promotions. Poster and postcard advertising also makes use of the survival of the fittest theme. One postcard shows a caveman trying to hide from a dinosaur behind a tree, only to be given away by his large stomach. Another series of postcards take the form of "survival guides" for awkward situations such as a "lame first date" and a "first kiss." Other print materials include coffee sleeves and point-of-purchase advertising. The campaign began in theatres on April 1. The television and print components will break on May 2, along with the other supporting materials. The campaign will continue until the end of the year.