1. Got Milk?
Mom Creative Brief
11/18/13
Background: In an effort to sustain daily milk consumption in a world filled with “healthy” beverage options (juices, water, and calcium
fortified drinks), moms need a compelling reason to give their kids milk over competitive products.
Who do we want to talk to? Moms of kids 6-14
Kids are always on the go and have action packed schedules. They do not always have the time to sit down for complete meals with the
family. And, when they are on their own, they do not always choose the healthiest foods. Therefor, Moms worry that their kids are not
getting all the nutrients their growing bodies need.
What does the advertising need to do?
Create a reason for moms to push milk over other beverages
The proposition:
“Milk is the one drink you can feel good about”
How can this be supported?
Milk has calcium plus 8 other essential nutrients your busy kids need. You can feel good that your kids are getting a nutritional package
with every glass.
Vitamins and minerals include: Protein, Vitamin A, Calcium, Vitamin D, Potassium, Riboflavin, Niacin, Vitamin B12, Phosphorus
Executional Considerations:
• There are opportunities to use additional support points which provide moms with reasons to “feel good about milk”
-Chocolate Milk is one of the most satisfying ways to get milk into a kids diet.
It competes with soft drinks and it has all the nutrients of regular milk.
-Strong teeth: Unlike soda and fruit drinks, which may harm teeth, calcium and vitamins and minerals found in milk help build
strong teeth. And recent studies have shown that drinking 3 glasses of milk a day may help prevent gum disease.
Tone and Manner
• must be careful not to patronize or sound “preachy” to moms for fear of alienating them.
• Humor should be explored
Assignment Information:
print and/or outdoor
Mandatories:
Got Milk? logo