Forget the milk moustache, Alberta Milk’s new marketing campaign shifts the focus away from drinking the white stuff to “the myriad ways dairy can be consumed.”
The “Smash Milk” campaign is a digital effort aimed at social media platforms such as TikTok, Instagram, Facebook and YouTube — with a video showing very energetic young people doing things such as riding on a giant wrecking ball (made out of cheese) smashing into a huge glass of milk. (The 30-second spot can be seen at smashmilk.ca.)
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Per capita milk consumption has been declining for more than two decades and milk alternatives made from plants have been steadily increasing (although they are still a small part of the market).
The marketing campaign shows different ways that dairy products can be consumed “whether it’s melting it onto movie night nachos, beating it into a frothy dessert topping, or rolling it into a delectable cheese ball,” Alberta Milk said in a release.
“Our business landscape has become incredibly competitive,” said marketing and communications manager Karlee Conway. “We need to remind Albertans that dairy comes in so many enjoyable formats apart from the traditional glass of fluid milk.”
