Advertising Campaign

It’s always been survival of the fittest. Drink milk.
BC Dairy Foundation's new campaign tells the story of a caveman who is NOT a survivor. In each story, an unfortunate caveman meets his demise when he makes a poor food or beverage choice. These hilarious animated spots depict how nutrition choices can affect your overall success and remind viewers to choose milk.

"The ads are fresh, rich in humour and subtle in their nutrition subtext. Teens and young adults will have many places to be reminded of milk: TV, theatres, web, posters and postcards. It's a very integrated campaign!” says Liz Gurszky, BC Dairy Foundation's Director of Marketing.

• A newly updated drinkmilk.ca website continues the story of the caveman as if he survived and is now making healthy choices. The site is filled with gags, hidden video reels and houses content and information for contests and promotions.
• The broadcast campaign will be augmented by a series of print ads. Some will feature the caveman concept and others will build on the theme of survival in the modern world. These humourous posters and postcards provide ‘survival guides’ to everyday life situations that are relevant to young adults.
• Coffee sleeve advertising is slated for several coffee chains
• Convenience store floors will have ads near the milk case.

Through integration with youth oriented events such as the Milk Run and the Cold Crew, the milk message will come to life for our target market with the Survival of the fittest ads. By reminding young people to choose milk at the moment they are given a choice (in restaurants, at convenience stores or when they are out for coffee) ultimately will result in increased consumption.