JACK McCARTHYmarketing copywriter, editor

Concept Development, Copywriter, Editor

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The major trade association for the United Stated dairy industry commissioned the creation of advertising concepts through its agency to address an anticipated spike in the retail price of dairy products. The point was to get ahead of the "inevitable" price increases and remind consumers that whatever the price, milk has been and will always be an integral part of every family's well-being.

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EPILOGUE:While the concepts shown here were being prepared, DMI's agency conducted qualitative research to validate the need for the campaign. They found that the various consumers groups considered milk too important to their families' nutrition and health to allow the expected price increase to negatively impact sales.

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The campaign was shelved.