Milk groups add nutrition pitch in plan for 2000

Pollack, Judann; Cuneo, Alice Z.
July 1999
Advertising Age;7/26/1999, Vol. 70 Issue 31, p3
Trade Publication
This article focuses on the strategy behind the U.S. milk industry's Year 2000 campaign integrating dairy farmers' and processors' advertising budget. The campaign represents the first television work on the account by agency Bozell Worldwide Inc. in New York City. The Bozell advertisements will humorously project the chaotic results of what will happen to consumers without milk's nutrients. Several executions are planned--aimed at different target groups, including kids, teens and women--pointing up different consequences of not drinking milk, from osteoporosis to low bone-mass density.


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