Milk - Never Stop. Milk. (2012) :30 (Canada)

by: Dabitch, Jan 9 2012 - 4:56pm

Some drinks make you cool, some give you wings, some are the choice of athletes, but there’s one drink that not only gives kids natural energy to keep them going, but encourages and actually rewards them to use their energy to persevere.

Today, the Prairie Milk Marketing Partnership (PMMP) is launching the second commercial in a multi-faceted campaign designed to support kids physically and emotionally. The TV lays the foundation for the campaign promise… “Milk helps keep you going…where you go is up to you. Never Stop. Milk.”

Taking cues from real life, the spots show youth trying different activities with varying degrees of mediocrity to failure until they land on that one true thing that they are great at. The message is one of perseverance and ties the campaign back to the natural, healthy energy kids get from milk.

The TV is only the beginning as the campaign comes to life online through Facebook - http://www.facebook.com/neverstopmilk - and neverstopmilk.ca where various promotions reward youth for their determination, perseverance and participation.

Project U grants prairie youth prizes of $5,000 for sharing their goals, obstacles and inspirations. Kids who submit are encouraged to share their goals with friends and get them to vote. Finalists are chosen from top-voted entries. Winners are hand selected by Prairie Milk. Project U promotions are interspersed with Mini Milk Challenges offering cash rewards from $25 to $75 when kids try something new or share something about themselves.

In all, the campaign is a highly social venture into capturing the hearts and minds of Prairie youth by making milk relevant, motivating and inspiring to the highly elusive youth target.

“Our work has always been about supporting youth and both delivering a positive message to them about milk as well as putting our money where our mouth is to build promotions and social media opportunities that allow kids to participate and share.” Says Katherine Loughlin, Manager, Market Development, Alberta Milk.

The campaign was developed by Dare Vancouver, PMMP’s Agency of Record. The commercials were shot with Mark Zibert of Sons and Daughters, edited by Matthew Griffiths of Cycle Media and special effects by Swiss (swiss.se).