Demographics, food trends, immigration, consumers’ curiosity for new tastes, false information from the U.S. about the dairy industry: Nothing within the current context is favourable to the consumption of cow’s milk. The industry is threatened on all sides, and in line with global trends, cow’s milk consumption has been in steady decline for the past 10 years.

The goal of “Milk. Solid stuff” was to slow the erosion of white milk sales. Agency Lg2 focused on reinforcing the perception of white milk as a quality,healthy and nutritious beverage. Les Producteurs de lait du Québec wanted those who bought milk to continue doing so, but increase consumption. Lg2 also wanted to convince skeptical consumers to reconsider their choice and integrate milk into their routines.

Adult Quebecers (18-65 years old) are no longer unanimously convinced of the nutritional benefits of milk, nor do they believe they should drink more of it on a daily basis. They spontaneously cite milk as a source of calcium, protein and vitamin D, but are less knowledgeable about milk as an excellent source of many other nutrients, as well as the importance of these nutrients to a healthy, well-functioning Body.

Lg2 found several insights -- Insight No. 1: Quebecers’ knowledge of the nutrients contained in milk is limited. There is strong consumer demand for “superfoods”(MINTEL, 2015): products whose nutritional richness is associated with a wide range of benefits. Since people are
strapped for time and overloaded with information, superfood consumption seems a simple solution. Insight No. 2: The rise of superfoods.

Milk is not a brand but a generic product, so it was crucial to create a brand strategy with a promise that was both relevant and inspirational. Why couldn’t milk, which is minimally processed and a source of 16 essential nutrients, join the elite class of superfoods? Les Producteurs de lait du Québec were committing to a major shift in market positioning with the “Milk: Solid stuff” campaign.

Lg2 recruited history-making heroes with beloved personalities to act as brand ambassadors. For example, the TV campaign celebrates the perfect-10 performance of Olympic gymnast Nadia Comaneci as well as UFC World
Champion Georges St-Pierre, playfully suggesting that milk may have played apart in their amazing achievements.

By having the heroes hold a glass of milk at the end, we pushed to the limit the notion of milk possessing superpowers. By having the heroes themselves proclaiming that “maybe” milk played a role, the message becomes audacious.

For print and OOH, illustrators were commissioned to create 16 different
executions representing milk’s 16 nutrients. A full glass of milk — the source of the benefit being celebrated — was positioned at the centre of each illustration,
linking all of the executions.

The initiative succeeded in increasing consideration and purchase intentions, and
at certain times of the year, slowing the downward sales trend. One out of 2 consumers said the campaign made them want to drink more milk. Three out of 10 non-drinkers said the ads made them want to drink milk. Seventy-five per cent of respondents said that the campaign renewed their awareness that milk is part of a healthy diet. And 74% said the campaign made them realize the nutritional values of milk.