Moosylvania | The Great State of Design

Over the Moon Milk: Turning Buyers Into Believers

Challenge

Introduce consumers to a new brand of lowfat and fat free milk that is unlike anything they have ever tried – with a richer, creamier taste and more calcium and protein.

Insight

The world of reduced fat and “healthy” products has left consumers dissatisfied – often promising the same taste, but rarely delivering it.

Results

Over the Moon milk successfully launched in major markets across the U.S., potentially impacting over 135 million consumers with a campaign that included integrated promotions, advertising and digital components.

Solution

Positioned Over the Moon as the milk that consumers can truly “Believe” in by proving its rich and creamy taste through a variety of promotional programs.

Full Details

Advertising
In-store advertising and strategic FSI placements encouraged consumers to indulge their curiosity by trying Over the Moon. Coupon offers supported the promise that they would taste and “believe.”

Promotions
In-store sampling and bold promotional displays enhanced the “Believe” message, driving consumers to purchase again and again.

PR
An integrated added-value media campaign took the Over the Moon “Believe” message to new places. Over the Moon had a strong presence in some of the largest print publications (including Martha Stewart, Oprah Magazine and Real Simple) and their web-based counterparts, through both accolades and advertorial content.

Digital
This campaign was supported by a website that went beyond the traditional scope of brand information to deliver interactive content and coupons that consumers could share with friends. With an astonishing average of 4.1 page views per visitor, the site has proven to be a success. An additional administrative portal allowed the entire team (both agency and clients) to view the details of each site.

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