FOR IMMEDIATE RELEASE

Date:

October 3, 2016

Location: Toronto

Introducing The Milk GlassTM, the best way to enjoy a glass of milk
Dairy Farmers of Canada takes milk drinking to the next level
Today, Dairy Farmers of Canada launched a new campaign unveiling the latest innovation in milk
drinking, The Milk GlassTM, which takes an incredibly popular idea the glass and refines it further.
Competing in a category, which sees a proliferation of new product options and beverage
innovation each year, milk is often forgotten as a beverage choice by many Canadians.
While our target enjoys drinking milk, its often overlooked due to the overwhelming amount of
choice in the beverage category, says Victoria Cruz, director of marketing and retail, Dairy Farmers
of Canada. The campaign aims to get Canadian adults to appreciate milk again, by reminding
them of the pleasure and taste of enjoying a glass of milk.
Knowing that many beverages that are truly appreciated often have a designated drinking vessel,
the new campaign by DDB Canadas Toronto office romanticizes the milk glass by playfully
positioning The Milk GlassTM as the future of milk drinking.
Parodying popular new product launches, this provocative, new approach uses humour and
science to breakthrough to get people thinking about milk and drinking it more often, says Paul
Wallace, executive creative director, DDB Canada.
The integrated campaign includes an online film, television, preroll, OOH station dominations and
social posts driving to www.themilkglass.ca, designed by DDB and developed by Mirum, where
users can learn more about the tastefully designed glass. The campaign launched on October 3,
2016 and will continue in various markets across Canada for eight weeks, with Initiative responsible
for media buying and planning.
About Dairy Farmers of Canada
Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization defending the interests
of Canadian dairy farmers and striving to create favourable conditions for the Canadian dairy
industry. Working within supply management, DFC promotes safe, high quality, sustainable, and
nutritious Canadian dairy products made from 100% Canadian milk through various marketing,

1700 33 Bloor Street East, Toronto ON M4W 3T4 T 416 925-9819 F 416 921-4180 www.ddbcanada.com

nutrition, policy, and lobbying initiatives. Driven by a strong sense of community and pride, DFC and
Canadian dairy farmers actively support a number of local and national initiatives. Visit
dairyfarmers.ca for more information.
About DDB Canada
DDB Canada is the most creatively acclaimed, internationally recognized marketing communications
agency in Canada. The agency was named 2015 Digital Agency of the Year by strategy magazine
and was ranked #2 agency in Canada by the Gunn Report in 2015. Known for advertising that
generates significant results for clients, DDB Canada is a "total communications company" whose
fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices
in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated marketing disciplines
include: public relations, event management, digital, social, mobile, branding, design, direct
response, CRM and shopper marketing.
- 30 For more information or interviews, please contact:
Paige Calvert
604.608.4421
paige.calvert@ddbcanada.com