Sebastián Garín, director creativo ejecutivo de Grupo Gallegos
Sebastián Garín, Executive Creative Director at Grupo Gallegos explained to PRODU that in their most recent brand activation for California Milk Processor Board- within the #Boneslovemilk campaign- they focused on young people, particularly in those that practice skateboarding. “The campaign aims to encourage milk consumption in that real skateboarding segment, boys that feel that discipline as a way of life” Garín said. Under the slogan You still need it, the agency is driving the concept that milk consumption is crucial to perform this type of activities. “We’re working promptly in reaching these boys and make milk become relevant again making it cool for them. To increase milk consumption, we had to aim to this target that loved milk in their childhood.” The initiative was developed under a non-intrusive format. “Approach them in a natural way in a world that belongs to them, where we’re invited and where we’re very respectful. We’re not there to sell them something. What we want is reminding them about how good milk is for their bones, that it can be cool, and therefore impact sales. We want to say that milk is good for what they do in a natural way, without showing the logo ‘drink milk’” Garín said.
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