Why Breakfast at Home Is Important to Milk

Today’s Agenda
MilkPEP’s Long-Range Plan Goals and Guideposts
2012 – Where We’ve Been
2013 – Where We’re Heading
How Milk Processors Can Leverage Programs
PAGE 2
MilkPEP Guideposts for Programs
• Be focused
•
Breakfast @ Home and Refuel
• Fewer, bigger bets
•
Integrated programs that will deliver impact
• Stay flexible
•
Rolling planning, open to new approaches
• Listen, measure, learn, adjust
•
For maximum efficiency and effectiveness during tough times for
milk processors
• Filter all decisions through the lens of our #1 objective
•
Drive fluid milk consumption
PAGE 4
Why Breakfast at Home Is Important to Milk
Most substantial portion of milk volume
Est. 2.7 billion gallons across all consumers: 40%
Highest penetration of milk consumption across all ages
Strongest among children
Adults consume more milk at breakfast than any other meal
Milk addresses need-states associated with breakfast
Gaining energy for the day
Satisfying nutrient requirements for the day
Feeling focused on schoolwork
In-line with retailer focus
$7.5 billion retail opportunity
Shift to occasion-based approach
PAGE 7
The Breakfast Project Mission
Every good day starts with milk. Make milk part of your family’s
breakfast routine to fuel daily success.
A long-term platform for MilkPEP to build demand and
Processors to build YOUR brands
PAGE 9
2012: Living Fewer Bigger Bets
Through a single spokesperson, we:
Created numerous assets with Salma Hayek,
including 2 TV concepts and 3 print ads – in both
English and Spanish
Launched print ads separately to maximize PR
Executed all creative in English and Spanish
versions for campaign efficiency
Won 2012 Mosaic Award for multicultural and
diversity advertising efforts
TV spots achieved 47 - 51% awareness among
moms during first few months
PAGE 12
Growing Body of Science on Chocolate
Milk and Post-Exercise Recovery
Carbohydrates
Fluids
To refuel
muscles
(restore muscle
glycogen)
To help
rehydrate the
body
Calcium and
Vitamin D
To strengthen
bones and help
reduce the risk
of stress failure
Protein
Electrolytes
To help build muscle,
reduce muscle
breakdown and work
with carbs to restore
muscle glycogen
To help replenish
what’s lost in sweat
(sodium, calcium,
potassium and
magnesium)
PAGE 22
B Vitamins
To help convert
food to energy
9 Essential
Nutrients
Offers additional
nutrients not typically
found in traditional
sports drinks
Refuel: Chocolate Milk’s Growth
Opportunity
New usage occasion for milk.
Chance to engage lapsed users.
Incremental growth for chocolate milk.
Value creation for processors.
Create positive halo for flavored milk.
PAGE 23
Objectives.
Increase the number of athletes who include drinking
chocolate milk as part of their after-workout routine.
AWARENESS/
EDUCATION
Increase awareness and
education of Refuel usage
occasion and chocolate
milk’s Refuel benefits
ENGAGEMENT
COMMUNITY
Engage wide range of
athletes and influencers
and inspire them to include
chocolate milk as part of
their after-exercise routine
Grow Refuel community by
spurring peer-to-peer and
influencer-to-peer
conversations to spread the
word about refueling with
chocolate milk
PAGE 24
Cornerstones of the REFUEL Program
MY AFTER
ATHLETES
Cohesive,
powerful
campaign
theme.
Teamed up with
elite, credible
spokespeople
PARTNERS
ADVOCACY
Cemented
relationships with
leading athletic
organizations.
Increased
engagement
among influencers
and everyday
athletes.
PAGE 25
Strong, Credible Partners
Chocolate Milk:
The Official Refuel Beverage of….
PAGE 32
Dairy Communications Management Team
(DCMT)
Key Goals
 Protect and promote consumption of fluid milk
 Help mitigate barriers to, and negative impacts on, the
consumption of fluid milk
Strategic Approach
 Positively shape the conversation around key milk issues that
have the potential to negatively impact the fluid milk industry
 Communicate positive milk messages to key targets, most
notably consumers, influencers and media
 Respond to threats, misinformation and negative commentary
on milk and the milk industry
PAGE 35
DCMT Focus Areas
FLAVORED
MILK in
SCHOOL.
Largest area of
coverage; Positive,
proactive messages
coming through
MILK
IMITATORS.
MILK
MYTHS.
Vegan agendas
criticize dairy milk;
refocused program
initiatives to promote
milk’s nutritional value
in conversations
No. 1 opportunity for
third-parties is to refute
myths
PAGE 36
Milk Myths:
Debunking Myths with Science and Facts
LACTOSE
INTOLERANCE
• Not as common as
people may think
• Research suggests
people with
lactose intolerance
can drink about
one cup with little
or no symptoms
ACNE
ANTIBIOTICS AND
HORMONES
• Many factors
implicated in the
cause of acne, but
diet, including milk,
is not a proven
culprit
• All varieties of milk
– regular or
organic, flavored
or white – are safe,
wholesome and
nutrient-rich
PAGE 40
CANCER
• Experts agree:
there’s no reason
to eliminate milk
from the diet for
fear of any health
risk