Beverages - Non-Alcohol

Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc.

2008 BRONZE

Nurture Milk Launch Campaign

Amid a historic category decline and record-high pricing, Mayfield Dairy launched Nurture, a super-premium milk fortified with active probiotic cultures. Armed with clinical proof that these cultures boost the immune system, along with the insight that consumers consult their doctors about such health claims, Mayfield marketed directly to more than 2500 physicians and medical staff throughout the Southeast. This unique program, along with mass media, web, POP and sampling, helped grow Nurture sales to 12% of Mayfield's milk volume in just 9 months, offsetting Mayfield's losses in a volatile marketplace.

Brand: Nurture
Client: Mayfield Dairy Farms
Agency: The Johnson Group
Language: English

2007 GOLD

Planet In Need

After 13 years of 'gotmilk?' deprivation narratives, the long established campaign took a new turn, creating new news not only for the product that everybody thought they already knew all about. In 2005 'got milk?' went beyond the horrors of being out, recaptured relevance and began to reengineer the benefits of milk to reintroduce itself all over again - not just as a 'good for you' staple but as a new, natural wonder tonic that was truly out of this world.

Brand: got milk?
Client: California Milk Processor Board
Agency: Goodby, Silverstein & Partners
Language: English

2007 SILVER

Milk Your Diet

As adults, people drink less than half the milk they did as a kid. We found that women in particular stop drinking milk because it's fattening. After years of declining milk sales, MilkPEP was given news that helped find a way to start consumers drinking milk again - the natural ingredients in milk help towards weight loss. We positioned milk as the secret ingredient to success and inspired women across the country to incorporate milk back into their diets and create the largest percent volume increase since the milk program began.

Brand: Milk Processor Education Program
Client: Milk Processor Education Program
Agency: Lowe New York
Language: English

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Coca-Cola A Real Magic Year Of The Tiger

Coca-Cola Zero Coca-Cola