DAIRY FARMERS TO MILK COW THEME AGAIN
By Adnews Staff
Next week, the Dairy Farmers of Ontario will put Doug Gilmour's cow leg ads out to pasture and begin airing a new multi-million dollar campaign. Starting with a TV ad, Gilmour will be replaced by a symphony orchestra, all clad in cow tights, playing ÔDrink Milk, Love Life' to the tune of Beethoven's ÔOde to Joy.' Billboard, transit shelter, painted buses and interior transit will roll out later. Next month, a second TV spot, featuring people joining in with the symphony and singing the milk song, will be aired. Unlike previous milk ads which targeted age-specific audiences, the new spots are aimed at all age groups. The ads will appear in Ontario, Saskatchewan and the Maritimes throughout 1997. Watt Burt Advertising of Toronto created the ads, while BBDO Canada, also of Toronto, handled the media buy. National Public Relations of Toronto is doing PR. Dairy Farmers is a non-profit organization representing all dairy producers in Ontario. The group co-ordinates the production, transportation and marketing of milk to Ontario processors, as well as advertising and promotion to consumers.