PARMALAT GIVES MILK A MAKEOVER
By Adnews Staff
Parmalat Canada wants to make milk as popular with teenagers as soda pop is. The company launched two new milk products this week under its Beatrice brand name in Ontario, Quebec and Western Canada that have some kick to them. The two products are: Milk Mania and Shake-A-Shake. Milk Mania is a line of low-fat milk that is available in 375 ml bottles. Its comes in 2% white, 1% chocolate, 1% banana and 1% strawberry flavours. The Shake-A-Shake flavors include vanilla, chocolate, strawberry and orange. The beverages are packaged in resealable, recyclable plastic bottles that will fit into car cup-holders, coolers and lunch bags. The new products will be promoted using TV and transit ads created by Leo Burnett Co. of Toronto.
Separately, Parmalat is currently reviewing its ad account and plans to have a decision by mid-June. Five agencies are vying for the account. The company's current agencies are The Holmes Partnership of Toronto and Leo Burnett.