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Recognizing that everyone has moments of weakness from not drinking enough milk, in 2009 the BC Dairy Foundation launched The Weak Shop, a unique retail entity,  featuring inventive products to assist those who are feeling weaker than normal.

Research showed that teens understood the long-term strength benefits of milk, but they didn’t always grasp the short-term gain—the fact that milk gives you energy.  This insight was creatively paired with a broader societal desire for short cuts, best exemplified by the explosion of gadgets and miracle tools featured in infomercials and stores.  

The Weak Shop took the existing Must Drink More Milk creative platform to a whole new level.  The goal was to make milk a more socially relevant beverage choice and encourage consumption over sugary beverage alternatives whenever teens need to perform physically, mentally or socially.  

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