The California Milk Processor Board (Got Milk?) needed to improve declining milk sales. But in the U.S. Hispanic market—totaling about 55 million people—kids were already drinking two glasses of milk a day. So we created a new, culturally relevant moment to drink it. The insight came from a familiar childhood ritual, when Spanish-language TV would signal it was time for bed. So we created a series of bedtimes stories that encouraged kids to wind down with a glass of milk, and then ran clever media placements across Univision and Telemundo in the early evening, meeting families in that exact moment and turning it into a new milk-drinking habit.
Cannes Lions Bronze, Gold Effie