TV Ads Remind Mothers To Serve Milk To Their Kids
Vivian Godfrey marked her one year anniversary as CEO of MilkPEP and talked about it on Wednesday’s “Processor’s Perspective.”
She said that one of her most important accomplishments has been making sure that MilkPEP works closely with producer groups such as Dairy Management Incorporated, National Dairy Council, and National Milk to “align our activities and messages.”
She spoke to DMI’s Board the last week of February and members of the National Dairy Council’s state and regional representatives and started by reminding attendees that the single objective of MilkPEP is to encourage American consumers to drink more milk.
She said that they target two main groups where they believe they will have the biggest impact. The first group is mothers with children at home and the second group is teenagers.
“In 2010 we are using the message of Building Strong Families to talk to mothers,” Godfrey said. Two thirty second TV commercials will air for much of the year, plus a single version in Spanish.
“The goal is to remind mothers of the many different ways that they can serve milk to their children and to their whole family,” Godfrey reported, “And why, with its incredible nutrient richness it’s a very healthy choice.”
The second target group is teenagers. Many teens drink lots of milk, she said, but “We see them turning to other choices like sodas and energy drinks so our goal is to remind them about how delicious milk is and how it helps them grow tall and have great skin, teeth and hair.”
There won’t be any TV commercials targeted to teens, she said, but instead will use the Milk Mustache celebrities on posters in schools, magazines, and on the internet.
“Teens especially love our Milk Mustache advertisements featuring sports celebrities,” Godfrey said, “So we were very excited this year for the first time to team up with DMI and the NFL’s Fuel Up To Play 60 initiative for the two Super bowl ads that aired, featuring players from the Saints and the Colts.
“We look forward to continuing to work closely with the Dairy Farmer organizations during 2010,” Godfrey concluded.