“Over the Moon” was underperforming.
low-fat milk and whole milk.
Garelick Farms’ (one of Dean Foods’ leading brands) entry into the fortified milk segment with “Over the Moon” was struggling. Our challenge was to demonstrate that consumers don’t have to compromise to get great taste. Women, specifically moms age 25-49, were considered the best opportunity audience for building buzz and positive word of mouth.
We also created a TV spot for Tuscan Dairy (another popular Dean Foods brand) that introduced a new label for an old favorite.
Units sold in first year
Most successful new product introduction in 10 years