The new campaign is aimed at younger people, especially women
By Diego Flammini
An Alberta ag organization has a new advertisement out encouraging people to drink milk.
Alberta Milk created “Smash Milk” with Venturepark, a marketing and public relations firm founded by Dragons’ Den investor Arlene Dickinson.
The 30-second commercial opens with an image of a glass of milk. Then, someone riding a wrecking ball made of cheese enters the frame to smash the glass.
The ad also includes hip-hop music, bright colours, choreography and images of different ways milk is consumed.
“It’s really about smashing traditional connotations people have with dairy,” Karlee Conway, Alberta Milk’s communications and marketing manager, told The Message, a Canadian marketing publication. “You know, these old school commercials where your mom tells you that you have to drink this glass of milk… When we are saying smash those connotations, we want to empower this demographic to really choose their future, and we’re hoping dairy is part of that.”
The campaign will run for the next six months on TikTok, Instagram, Facebook and YouTube to target people in the 18-29 age group.
Research shows Canadians are drinking less milk.
A study published in 2019 looked at nutrition data from the Canadian Community Health Surveys in 2004 and 2015.
During that time, “the proportion of Canadians consuming Milk & Alternatives food group significantly decreased from 89.5 to 87.7% and the number of servings consumed per day dropped from 1.9 to 1.7.”
Plant-based alternatives are also cutting into Canada’s dairy consumption.
In early 2021, for example, demand for Danone’s Silk brand of non-dairy beverages increases by about 350 per cent.
The hope is bringing a new, modern milk advertisement to young people will encourage them to consider milk when shopping.
“Our goal for this launch was to speak directly to younger Albertans, especially women, who are frankly consuming less dairy,” Dan Strasser, executive creative director of Venturepark, told The Message. “We want to engage them on their terms, and remind them that dairy needn’t be traditional at all—it deserves a place in their shopping carts because of its amazing versatility.”