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BC Dairy Association conducts new campaign

The BC Dairy Association has begun a new advertising campaign in that province using the tagline, "Put Your Adult On Pause" that encourages adults to drink milk. The eight-week campaign is the first from the organization in four years aimed specifically at British Columbia. Developed by DDB Canada of Vancouver, it consists of three television commercials accompanied by online pre-roll ads, out-of-home and online executions. The effort is aimed primarily at consumers between the ages of 30 and 49. The creative depicts adults in various situations "embracing their inner child," according to the agency.

"Parents are busy balancing work and family, and have little time for pleasurable moments for themselves," said Kristine Louie, marketing communications specialist at the BC Dairy Association. "Just because people grow up doesn't mean they're grown-ups. To drive consumption amongst parents, the campaign sets out to renew the personal connection they had with milk in their youth by acknowledging that it's okay to put your adult on pause."

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