California Milk Processor
CALIFORNIA MILK PROCESSOR BOARD
Steve James Exec. Dir.
GOODBY, SILVERSTEIN & PAR TNERS
Jeff Goodby Co-Chrmn.-Part.
Joshua Spanier Dir.-Comm. Strategy
Christine Chen Group Comm. Strategist
Stephanie Charlebois Comm. Strategist
Kelly Evans-Pfeifer Brand Strategy Dir.
Paul Charney Assoc. Creative Dir.-Copywriter
Bryan Houlette Assoc. Creative Dir.-Art Dir.
Martha Jurzynski Acct. Dir.
Ashley Weber Acct. Mgr.
RL PUBLIC RELATIONS
Sr. Brand Mgr.
Consumer Mkt. Insight Dir.
Deputy Head of Planning
EDELMAN PUBLIC RELATIONS
Jay Porter Sr. VP
INTEGRATED MARKETING SERVICES
Valerie Bernstein Sr. Acct. Dir.
The challenge: to make milk hipper and inspire teens to drink more.
The creative solution: create a buzz-worthy pop culture of own – the
band “White Gold.” The media strategy: to mimic the condensed life
cycle of a real band from indie obscurity to stadium sell-out through
the distribution of content (music, music videos, posters, interviews)
in teens natural habitat: online. The results: In just six months, teens have
embraced “White Gold,” and milk has seen both significant images
shifts and increased consumption.
AXE DETAILER: THE MANLY SHOWER TOOL
Axe shower gel faced a challenge that communications alone
couldn’t solve. While guys loved the brand, they were still using
their grandpa’s bar soap, and nothing could get them to
give it up. So the brand invented a new kind of product to turn
Axe shower gel into a Trojan Horse that rendered bars obsolete:
the first manly shower tool. Called the Detailer, it was introduced in
a cheeky carwash-themed campaign. It’s now the best-selling
product in the entire Axe portfolio and has helped lift Unilever’s
shower gel sales by 17%.