THE TRUTH IS,it’s really, really hard to tell the difference between “Over the Moon” low-fat milk and whole milk.
Garelick Farms (one of Dean Foods’ leading brands) was struggling in the fortified milk segment with its product. 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.
TRUTH WINS:Over the Moon was Garelick Farms’ most significant new product introduction in 10 years, with over one million units sold in its first year.