Joe Carter of the Toronto Blue Jays has teamed up with the Ontario Milk Marketing Board in a month-long promotion targetted to young adults aged 18-29.
The campaign is an effort to stem the group’s defection towards trendy bottled waters, diet soft drinks and other low-calorie drinks.
In a 30-second tv commercial that began airing last week, Carter urges viewers to drink a glass of milk immediately and then call a toll-free telephone number for a chance to win prizes and be entered into a sweepstakes.
When the toll-free number is called, Carter’s recorded voice answers. An announcer takes over and asks the caller about the glass of milk they just poured and to leave their name and phone number.
Every time the spot airs, the system randomly awards prizes such as Hitachi tvs and stereos, Bauer in-line skates, Kodak cameras, Rocky Mountain bicycles and 200 baseballs autographed by Carter.
The caller is also entered into the grand prize draw for a Jeep YJS Soft Top.
The commercial, directed by Don Allan of Revolver Films, intersperses shots of Carter hitting and fielding with the Jeep and scenes of young people having fun over the background of an upbeat music track.
The Ontario Milk Marketing Board’s research firm, Commins Wingrove, will be conducting a separate survey to gauge the promotion’s impact on in-home milk consumption.
The incentive-based, interactive promotion is the brainchild of Toronto sales promotion agency, Bratch Goehrum and Partners.
The media buy was handled by McKim Media Group.
