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BC Dairy Foundation opens The Weak Shop in Vancouver

The BC Dairy Foundation has opened a retail store called The Weak Shop in Vancouver as part of a campaign intended to communicate to young people that drinking milk provides energy. The store sells a range of products aimed at consumers who are feeling "weaker than normal," including special pants, wallets and food lifters. A second location will open later in the fall. The store is being promoted with television, online, print and out-of-home advertising, as well as a presence on social media websites such as Flickr, YouTube, Facebook and Twitter. The initiative was developed by DDB Canada with the participation of industrial designer Rob Johnston. The campaign also includes a contest which invites consumers to suggest new products for the store. Proceeds from the sale of merchandise will go to KidSport BC, a community sports funding program. "The creation of The Weak Shop sub brand marks a innovative approach to milk marketing," said Liz Gurszky, director of market development and communication at the foundation. "It's bold, quirky, and talks to teens in an unusual way. Instead of preaching to teens about health benefits, we're driving home our point that milk gives you energy by showing the performance consequences of not drinking enough milk in an offbeat, teen-relevant way."

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