Lactaid Campaign

5/23/2018 Lactaid Campaign

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Lactaid Research

What is Lactaid?

Lactaid is a brand of lactose-free milk sold by McNeil Nutritionals. Lactaid was introduced into the

market during the 1970s after a son of a dairy owner discovered that people who were sensitive to

lactose could not break down milk. Since then, Lactaid has become a market leader as a milk alternative.

Lactaid is unique because it is made from traditional cow milk and infuses it with lactase, an enzyme that

breaks lactose into two simple sugars (glucose and galactose.)

Lactose Intolerance

Lactose intolerance is the result of a person lacking the digestive enzyme, lactase, which turns lactose

into digestible sugars. Symptoms of Lactose intolerance include bloating, nausea, cramping, diarrhea,

and flatulence. Lactose intolerance is an international problem that affects more than 40 million

Americans. According to a research study by National Digestive Diseases, 75% of African-Americans,

Mexican-Americans, and Native Americans are lactose intolerance. In addition, 90% of Asian Americansare lactose intolerance. Lastly, exclusion of milk and dairy from the diet can compromise intakes of

nutrients such as calcium, riboflavin, phosphorous, magnesium, vitamin B12 and high quality proteins.

The Competition

Lactaid is a market leader when it comes to lactose-free milk alternatives. However, we found that there

is a rise in the sales of milk alternatives such as almond milk, soy milk, and rice milk. According to a

report by the Dairy Alternative Beverages in the US, the total sales of soy milk, almond milk, rice milk

and other plant milks reached $1.33 billion in 2011. Furthermore, 11% of all adults were consumers

were of soy milk, while 9% consumed almond milk. With the increase in competition it is important that

lactose increase brand recognition.

Perception vs. Awareness

We decided to conduct research survey on milk consumption. The main factors that we looked for were

there preferred brand, whether they were lactose intolerant, and if they were aware of lactose. When

asked what type of milk they have in their house, 70% of responded said cow milk, 16.67% used almond

milk, 4.1% responded rice milk, 8.33% soy milk, and 0% used soy milk. When asked what brand of milk

they use, 5 said silk, 3 used almond, 11 said cow milk and 4 used other brands.

When asked Have you tried Lactaid? 5 out of 24 responded yes. When asked, Did you know that

Lactaid has the same nutrients, vitamins and benefits as regular milk? Would you be interested in trying

it now that you know that? 20 responded yes, while 4 responded no. Lastly, when asked Would a $1

difference from regular milk prevent you from buying Lactaid? 9 responded yes while 15 responded no.

What we found was a lack of awareness for this lactose free brand as well as a distorted perception.

Upon further research, we noticed that Lactaid had a smaller social following on social media than some


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of its competitors. While Lactaids Facebook has 32,869 likes on Facebook, Almond Breeze (Almond

Milk) has 253,000 and Silk had 494,126 likes.

Advertising and Marketing

Lactaid has spread its brand through various mediums. Lactaid has a fully functional website with

nutritional facts and description of the products. Lactaid has solid presence on social media. On

Facebook. They have a YouTube page with 64 followers. They do not have a Twitter, Instagram, or

Pinterest. Lastly, they have had a few TV spots.

Insight

Lactaid is a leading brand but still suffers from lack of awareness. With the emergence of competition, it

is important that Lactaid differentiates itself in the market. According to research from Dairy

Management Inc, cost and perception about taste, as well as the incorrect belief that lactose-free milk

is not real milk, may be preventing individuals from trying lactose-free products. We also found a

study of more than 1000 adults with symptoms of lactose intolerance that noted they were most

receptive to information about lactosefree milk that communicated multiple benefits, such as

nutrition and taste.

Meet the Mothers

Finally, we noticed that mothers are a strong target. The US Census estimates that there are 82.5 million

mothers of all ages in the US, from Baby Boomer "soccer moms" to the Gen X and Echo Boom "iMom."

According to Marketing2Moms, mothers factor in $200 billion in spending power. Using this

information, along with data from our survey, we decided to target mothers. While we will have a hardtime converting cow milk drinkers, we found it easier to target mothers using alternative brands. With

the threat of lactose intolerance affecting their toddler, mothers are using products such as almond

milk, rice milk, and soy milk.

We feel that ads that convey the fact that Lactaid is real milk that offers the nutrients to aid their

children in growth will convince them to switch. By creating a campaign with a relatable spokesperson

communicating the benefits of Lactaid, the Lactaid brand will grow substantially.

Sources

http://www.drink-milk.com/media/28074/attitudesandbeliefslactoseintolerance.pdf

http://www.milk.co.uk/page.aspx?intPageID=139

http://www.nationaldairycouncil.org/Research/DairyCouncilDigestArchives/Pages/dcd81-

4Page1.aspx#sthash.U6QVIpw3.dpuf


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http://www.dairyreporter.com/Markets/Self-diagnosed-lactose-intolerance-driving-lactose-free-dairy-

sales-analyst

http://www.statisticbrain.com/lactose-intolerance-statistics/

http://www.foodnavigator-usa.com/Markets/Almond-milk-catching-up-with-soy-as-favorite-non-dairy-

milk-alternative

http://m2moms.com/fast_facts.php

http://www.theecologist.org/green_green_living/food_and_drink/847876/top_10alternatives_to_cows

_milk.html


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Creative Brief

Client: Lactaid Copywriter: Lindsey Marshall, Nicole Ward

Account Exec: Alexander Pompee Art Director: Caroline Cole

Public Relations: Cathryn Hodges

Why are we advertising?

We want young mothers, who are nearing the decision point to which milk they will provide their children, to

realize that Lactaid is out there and persuade them to choose Lactaid as their household milk product over

the other competitors such as Silk, Soy, and Almond.

Target

We are talking to young mothers across the country ages 25-34 that have children 2-5 years old who have

symptoms of Lactose Intolerance. They already have alternative milk products in their house for their family,

such as soy, rice, almond milks. They are upper to middle class stay-at-home moms who are health conscious,

do yoga, garden, and are active on social media some throughout the day and then particularly at night aftertheir child has gone to sleep, and theyre all about home decorating and DIY craft ideas. They also have a

bachelors degree or higher. On the weekends, they attend events with their mommy and me group, read

and follow a few mommy bloggers between the babys naps, go to the grocery store, and check out the local

events that are baby-friendly such as farmers markets. They are SUV owners, married, and shop at Banana

Republic, T.J. Maxx, and Homegoods.

Insight

They currently are aware that Lactaid is in the market, but they dont necessarily understand why they would

choose Lactaid over the alternative milk that they are currently using such as rice, soy, or almond milk. They

are unaware of the health benefits Lactaid provides and that it is real milk just without the lactose.

Promise

Lactaid is the best option for children exhibiting lactose intolerance symptoms, who will need the added

nutrients that other alternative milks cant provide and it has the same benefits as milk just without the

lactose.

Support

Other milk alternatives dont provide the same nutrients and vitamins as milk, but Lactaid does. Children

need these vitamins and nutrients to properly develop.

Key copy points

Lactaid is actual cow milk without the lactose. Lactaid has the same health benefits and nutrients as milk (vitamin A& D, calcium, and Protein)

Tone & Manner

Amusing, energetic, comical, entertaining, educational


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Creative Strategy statement

Many mothers are unaware of the fact that Lactaid is actual cow milk that contains vital nutrients such

as Vitamin D, Protein, and Calcium that other milk alternatives lack, as well as the same great taste. An

informative and comical approach communicating the benefits of Lactaid milk will convince them.

Advertising Plan

Key Fact: Lactaid milk is lactose-free milks that provide the same benefits of regular milk without the

lactose.

Advertising Problem: Lactaid suffers from high awareness but low perception.

Advertising Objective: Convince mothers who use milk alternatives to switch to Lactaid milk.

Target Consumer: Mothers across the country ages 25-34 that have children 2-5 years old who havesymptoms of Lactose Intolerance. They already have alternative milk products in their house for theirfamily, such as soy, rice, almond milks.

Competitors: Alternative milk products such as almond milk, soy milk and rice milk.

Key ConsumerBenefit: Lactaid is the best option for children exhibiting lactose intolerance symptoms,

who will need the added nutrients that other alternative milks cant provide and it has the same benefits

as milk just without the lactose.

Support: According to research from Dairy Management Inc., cost and perception about taste, aswell

as the incorrect belief that lactose-free milk is not real milk, may be preventing individuals from trying

lactose-free products.

Tone Statement: An informative and comical approach communicating the benefits of Lactaid milk.

Mandatories and Limitations: Logo, tag line, slogan, legal copy, certifications, affiliations.


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TV Spot:

Client: LactaidJob Description: TV Spot

Date: 4/22/14

Writer: Alexander Pompee60 Second Spot MilkBustaz

Video Audio

Mother walks into kitchen

and sees her son eating cereal.

Amber:Tommy, why are you

pouring orange juice in your

cereal?

Tommy:Milk makes me sick but I

still wanted cereal.

Camera shows Tommy and Amber talking

Amber:Why didnt you use

Lactaid?

Shows picture of Lactaid

Tommy:Thats not real milk anditll still probably make my tummy

hurt.

Amber:Lactaid is not real milk,

huh? Let me show you a video. It

might change your mind.

Mom pulls a video on a laptop.

Video displays a glass of milk falling.

SFX: London Bridge Instrumental

Amber:Were about to drop a

milk glass yall


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Bree dancing with Lactaid Milk

Bree:If you are Lactose

Intolerant. Theres no need to

hide from milk. Buy a gallon of

Lactaid. It goes down motherthan Silk.

Video of Amber behind a blue background

Holding Lactaid Milk

Amber:You need your calcium,

protein, and vitamin D. You

cant but put orange juice in

cereal. You need your Vitamin B

Video cuts back to Bree rapping

Bree: Lactaid is 100 percent real

And Lactose free

Cuts Back to amber rapping

Amber:Say bye to the stomach

aches. Because Lactaid is the

key

Shows Bree and Amber together

Bree and Amber:Word! Were

the Milk Bustaz!

Cuts Amber to mother and embarrassed Tommy

Tommy:Mom is that you and

Aunt Bree?

Amber:Ummm just eat your

cereal.

Shows still picture of Lactaid

Announcer:Lactaid the only

milk alternative that really is

milk. If your child or someone in

your family is showing

symptoms of lactose


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intolerance get them on the

only lactose-free option with

the same vitamins, nutrients,

and original taste as real milk.

Because not all milks are

created equal. Visit

www.lactaid.com/milkbustaztv

for more information.

Why Broadcast:We chose a television spot because TV is still the leading medium for advertising.

According to Forbes, TV drives more people online than any other medium. It also serves as a fantastic

medium for introducing our brand spokespersons, The MilkBustaz. Mothers watching prime time

entertainment on their favorite television channel will be exposed to the Milk Bustaz commercial.

Where: The Milk Bustaz TV spot would play during on national networks that our target audience enjoys

such as the HGTV, ABC, and Lifetime. The TV spot will air during the HGTV 6PM evening slot, ABC 8PMSlot, and Lifetime 7 PM slot.

Tracking: We are going to use ispot.tv in order to track viewership for our TV spot. iSpot.tv is a real-time

ad intelligence platform that watches 80 broadcast and cable TV channels to track more than 40,000

different TV commercials, helping advertisers and brands know whos advertising what when, and how

much theyre spending. Ispot.tv allows us to estimate our total spending cost for each airing of our TV

spot and provides us with a breakdown of our target demographic. It also allows us to see real time

comments that people are making about our brand after our TV spots airs. We will use Ispot to track

how many people use our vanity link, tweet our product, and search MilkBustaz.

We also plan to use a vanity website link on the TV spot. We will also have links to our social media andgauge our traffic after a TV spot plays.


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60 SECOND RADIO COMMERCIAL:

Milk Bustaz Lactaid Mommy Rap

MUSIC: INSTRUMENTAL London Bridge by Fergie

Amber: Oh yeah, yall.

Bree: Its the Lactaid mommy rap.

Amber: Two moms, one goal. Switch your lactose-free family to Lactaid.

Bree: You wanna know why?

Amber: I want to know why Bree.

Bree: Cause its real milk, just minus the lactose.

Amber: Hey all you moms Were talkin Lactaid here

All the nutrients the other milk replacements fear,

Bree: We got your A, your D, and your calcium

Scientists dont make milk theyre for makin radium

Amber: So pick a milk you know comes from those cute little cows

Im talking old McDonald, birds, fields and plows.

Bree: So your little ones cant drink lactose, theres nothing to fear.

We got your source of real cows milk with Lactaid right here.

Amber: Were the milk Bustas yall.
https://www.youtube.com/watch?v=5MeRbyiVC5ghttps://www.youtube.com/watch?v=5MeRbyiVC5ghttps://www.youtube.com/watch?v=5MeRbyiVC5g


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Bree: And follow us on Facebook and PinterestOr notIts all good.

(Whisper) But seriously, follow us

Announcer: Lactaid the only milk alternative that really is milk. If your child or someone in

your family is showing symptoms of lactose intolerance get them on the only

lactose-free option with the same vitamins, nutrients, and original taste as real

milk. Visit www.MilkBustazRadioRap.com for more information. Because not all

milks are created equal.

Why Pandora Radio: According to Tipping Point communications, Pandora reaches our target audience

with more than 150 million registered users and their primary audience being 18-34 years of age. Also,

moms are using Pandora while theyre cleaning, cooking breakfast, or even in the car.

Where: Pandora can narrow target audience down by age and sex, so we will reach women ages 25-34.

We will also place the ad on the following Pandora stations: Katy Perry, Beyonce, Jennifer Lopez, Classic

Rock, Carrie Underwood, Luke Bryant, Taylor Swift, Shakira, Usher, Todays Top Pop Hits.

Tracking: The Pandora spot has a vanity URL at the end that will redirect them to the actual Lactaid

website but keep track of how many people visit that particular vanity URL, telling us which website

visitors came from the radio spot.


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Print Ad: Magazine

Why Magazine: We chose to place a print ad in magazines because our stay at home moms enjoy

reading during times of leisure and when their kids are taking naps.

Where: People magazine, Cosmopolitan, Better Homes and Gardens, and Womens Health magazine

Tracking: We have placed a Vanity URL that leads back to our website. This specific URL allows us to

know which medium influenced them to check out our website.


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Out-of-home: Shopping Cart Ad

Why Shopping Cart Ads:According to Nielsen, 62% of women do the grocery shopping in the family. We

chose grocery stores because we know mothers are likely to see our ad there.

Where:We chose to place ads on shopping carts in different grocery stores across the nation. Publix in

the Southeast, Safeway in the Northwest, Aldi in the Midwest and East, Trader Joes and Whole Foods

nationwide.

Tracking:Vanity URL


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Out-of-home: Pediatrician Office

Why:We chose to place poster ads in pediatrician offices because we know that is a place where we can

reach our target audience. Doctors are trusted and if they display advertisements for Lactaid, that

means that our target audience will be more likely to trust us when we say it is better than soy milk.

Where:Pediatricians offices nation-wide

Tracking:We are going to track the ad by the number of visits to the vanity URL lactaid.com/healthykids.


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The Gut Foundation to speak at Lactose Intolerance Awareness MonthConference at Lactaid headquarters

What Alan E. Kligerman, CEO and founder of Lactaid, is holding a Lactose Intolerance

Awareness Month conference. Representatives from The Gut Foundation, the Leading

Authority on Gastrointestinal Disease and Conditions in Australia, will be speaking to

bring awareness of the serious of lactose intolerance. In addition, Alan E. Kligerman will

discuss how Lactaid can improve health and alleviate lactose intolerance. Two surprise

guests, Lactaids very own Milk Bustaz, will compare Lactaid to milk and other non-milk

alternatives. It is open to all media who will also get the chance to sample Lactaid. The

event is called Upgrade to Lactaid.

When Saturday, February 15, 2015

12 p.m. to 4 p.m.

Where 601 Office Center Drive

Fort Washington, PA 19034

Who Alan E. Kligerman

Representatives from The Gut Foundation

Features The free event for the public will feature:

Lactose intolerance awareness speeches. Lactaid beneficial speeches. Comparison of Lactaid to milk and other non-milk alternatives. Meet-and-greet with Lactaid CEO, Alan E. Kligerman. Free Lactaid samples.

Visuals Picture, video and interview opportunities will include:

The Gut Foundation representatives describing and presenting theseriousness of lactose intolerance.

Alan E. Kligerman describing the ways Lactaid can help those who arelactose intolerant.

Question and answer seminar with Alan E. Kligerman.

Media Contact: Please visitwww.lactaid.com/milkbustaz or to our Facebook page

www.facebook.com/milkbustazmoms to sign up, but this is a free event!

###

MEDIA ADVISORY

For Immediate Release
http://www.lactaid.com/milkbustazhttp://www.lactaid.com/milkbustazhttp://www.lactaid.com/milkbustazhttp://www.facebook.com/milkbustazmomshttp://www.facebook.com/milkbustazmomshttp://www.facebook.com/milkbustazmomshttp://www.lactaid.com/milkbustaz


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Why this event and why PR : We chose to hold this event because Lactaid will gain media attention,

which will help increase brand awareness of Lactaid. Public relations was chosen because it brings

positive attention to our brand and increases credibility. This press release will be sent out to mommy

bloggers for blogs such as Ninja Mom Diaries, Living Well Spending Well, Mommy Katie, Outsidemom.

This event will bring awareness to lactose intolerance, have mommy bloggers blogging about Lactaid,

and increase our public presence.

Where: This event will take place at the Lactaid headquarters and will also be streamed live on the

Lactaid website. We will send out a media advisory to various members of the media. We will also tweet

highlights of the event.

Tracking: we will give mommy blogger discount codes for Lactaid milk with specialized numbers for

tracking. We will keep track of how many people watch the Livestream. We will perform media clipping

and grab specific stories about the event.


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Facebook


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Facebook Sponsored ad:

Why Facebook: Our demographic are mothers ages 25-34, Millennials, who are in the early years of

their motherhood. People of this age are very engaged in social media. They are consistently sharing

photos and posting social media updates. These Millennial women are more active on social media sites

such as Facebook and Pinterest. According to the Pew Research Center, 71% of online adults are active

on Facebook. Our target audience age group, 25-34, are also the second highest group to be active on

Facebook. Our Millenial women like to keep in contact with their previous schoolmates so we thought

Facebook would be the perfect social media network to engage in comical and interactive

communication. Our Facebook is specifically designed for the new spokeswomen, Milk Bustaz, and will

post daily raps and other humorous Lactaid related posts. We wanted to create an online persona that

would entertain our current and future shoppers.

When: We will post three times a day. We found that mothers are most active around 12:00PM, 6:00

PM and 10:00PM. We will schedule three posts a day during those hours.

Tracking: We will review Facebook insights daily. We will review how individuals find our page (vanity,

other social media, website.) Well evaluate the reach of our post. We will use sponsored ads to reach a

targeted audience. Lastly, well track the comments that people will make on the Facebook page.


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Pinterest

Why Pinterest: According to the Digital Marketing information site, DMR, 80% of Pinterest users arewomen, so we will be able to easily reach our target audience. Also, the two largest age groups using

Pinterest fall within our target audience being ages 18-29 year olds and 30-49 year olds. And According

to Neilson, Moms are 61% more likely to visit Pinterest than the average American. These mommies are

pretty much exclusively on Facebook and Pinterest. They are using it to pin recipes, dcor ideas, and

outfits.

When: We will be pinning during the busiest hours of Pinterest heavily around 2PM to 4PM and 8PM to

1AM. We will also make sure to pin periodically throughout the day.

Tracking: A vanity URL connected and displayed on the Pinterest page will track the users that go to the

Lactaid website through the Pinterest page.


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Website

Why Milk Bustaz Website:We chose to add a Milk Bustaz section on the Lactaid website to explain who

exactly the Milk Bustaz are and what their purpose is.

Tracking:All vanity URLs will be redirected to this website page that includes facts about Lactaid and

why it is better for children than the alternatives like soy and almond milk. We will be able to track the

number of visits to this page through an analytics program like Google Analytics.

Documents

Lactaid Campaign