Nutrition is a high priority for consumers, and it can be difficult to answer their desire to spend their food dollars where it counts, but dairy foods are at an advantage when it comes to their already-established role and reputation. Aris Georgiadis, senior vice president of marketing communications for Dairy Management Inc., told conference attendees that consumers are already familiar with the nutritional benefits of milk and other products — but getting them out of “tunnel vision” mode is the trick to presenting dairy as a larger part of the dietary landscape. Thinking about dairy as a one-note option can be related to stages; Georgiadis noted that teens might look to milk for adding flavor to a latte, and parents might view milk as a vital part of their child’s diet, for example.
“Once (consumers) file a product in their mind, they’re only thinking about it in one way; it’s difficult to see it in other contexts. That’s why we let them know that ‘Dairy Does More,” he emphasized, referring to the Dairy Checkoff’s messaging campaign that is building on the nearly decade-long success of the “Undeniably Dairy” theme. “This new approach allows us to provide an ‘a-ha’ moment, and it drives the message home deeper.” Georgiadis said that the reminder — or sometimes new information — aims to “surprise and delight” the consumer. That message, boosted by spots that showcase that “There’s so much more to dairy,” takes direct aim at competitive markets that could make a material difference in how milk, cheese, yogurt, and more are integrated into future perceptions.
“Undeniably Dairy has been a fantastic brand, but like any, we need to refresh,” he told the audience. The formula for further success, he said, is adding “obvious dairy benefit” plus “surprise dairy benefit,” which equals tunnel vision disruption.
Example spots for “There’s so much more to dairy,” and more information on the campaign, can be found here.
