Company: Marketing Drive Promotional Services Group, Minneapolis, MN

Programs: Merchandise

Program Types: Consumer

Program Details: To capture the attention of young consumers and their moms, point-of-purchase displays announcing the "Wilder Side of Milk" sweepstakes featured a chocolate-colored mountain bike sporting cow spots and the "Got Milk" logo, and special edition remote control Monster Trucks. Participating grocers were required to promote any size chocolate milk at a featured price in their weekly ads and in-store circulars. More ads equaled more prizes for the grocer that could be kept or used for an in-store raffle. Radio spots, TV tags, and coupon distribution earned prize credits as well. Customized marketing support included ad slicks, tear pad entry forms, and winner ads and press releases citing studies that showed 55% of kids aged 6-11 reported they would drink more milk if it was chocolate.

Objective: A Special Edition Mountain Bike by Huffy (Top Brands) was the centerpiece of this promotion designed to increase sales of chocolate milk and to reinforce the choice of milk as a viable alternative to carbonated beverages.

Supplier: Cassidy & Company, and Top Brands, Inc.

Sponsor Assocication: IMA

Results: The "Wilder Side of Milk" campaign successfully drove traffic to the dairy aisles. The aggressive goal to increase the volume of chocolate milk sales by 205% during the promotion was met and surpassed. Actual sales increased in excess of 250%! The promotion not only created enthusiasm with consumers, but also generated excitement and support from distributors, milk processors, and American Dairy Association members who were able to purchase the customized bikes. Over 17,000 Special Edition Huffy bikes were earned and displayed, far exceeding the original estimate of 10,000.

Award Type: CIRCLE OF EXCELLENCE

Award Date: 2001