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DMI Launches New Approach
ARLINGTON, Va. Dairy
Management, Inc. (DMI) wants
to send milk lovers lovers across
the country on a “milk mission”
to their refrigerators after the
debut of a new advertising cam
paign.
“Consumers already know
about the nutritional benefits of
milk,” said Tom Gallagher, DMI
Video Documents Release Of Otters
UNIVERSITY PARK (Centre
Co), Pa. A documentary film
telling the story of how Penn
State, the Pennsylvania Game
Commission, Pennsylvania Wild
Resource Conservation Fund and
other agencies teamed up to
return river otters to habitats in
Pennsylvania is currently avail
able for purchase.
“The Homecoming,” which
was produced by the Pennsylva
nia Wild Resource Conservation
Fund, retails for $25. Those inter
ested in buying the film can order
by writing to - Pennsylvania Wild
Resource Conservation Fund,
P.O. Box 8764, Harrisburg, PA,
17105-8764.
“The Homecoming” details
the efforts of a research team in
Penn State’s School of Forest
Resources to reintroduce a native
species that had disappeared from
most parts of the state. The film
follows scientists led by Thomas
Serfass, research associate in
wildlife and fisheries science,
from the beginnings of the pro
gram in 1983 to its continuing
success today.
“Seeing the film for the first
time reminded me how many dif
ferent people and agencies were
involved,” Serfass said. “It made
me appreciate how much work
we did.” Although the 57-minute
documentary centers on the sci
entific accomplishments of the
p-oject, the film is not without
several dramatic subplots. In one
sequence, Serfass makes a daring
rescue of a female otter in mid
stream.
The animal had become trau
matized by its return to the wild
and went into convulsions. The
otter was calmed down and sub
sequently released without fur
ther problems.
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chief executive officer. “Now we
want to remind them of the occa
sions when nothing but milk will
do.”
The “Milk... Help Yourself’
television and radio advertise
ments focus on the sheer enjoy-
ment of milk. They bring to life
the pleasure and satisfaction milk
lovers receive when they drink
Another part of the film fea
tures the birth of an otter in cap
tivity, an unforeseen event that
turned the research teams from
scientists into childbirth assis
tants. The coming-of-age story
follows the otter pup from his
first tentative attempts at eating,
through swimming lessons, and
finally to hts release into the wild
with his mother.
“The pup was totally unex
pected and it made for a very
interesting experience, to say the
least,’’Serfass said.
“The Homecoming” is struc
tured chronologically and the
filmmakers document otter
releases in three Pennsylvania
streams: Pine Creek in the Grand
Canyon of Pennsylvania, Tiones
ta Creek in the Allegheny Nation
al Forest, and the Youghiogheny
River near the Pennsylvania
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milk.
The advertisements, which
began to air recently, depict a
refreshing, ice-cold glass of milk
as the ideal accompaniment to
enticing food choices such as
freshly baked chocolate chip
cookies and homemade pasta. In
each of the 10 TV spots and 12
Maryland border.
The film also explains in sim
ple terms the scientific methods
used in the project. For example,
to prove that otters were no threat
to Pennsylvania’s trout popula
tion, the Penn State team thor
oughly examined the river otter’s
dietary preferences. In addition,
researchers analyzed thousands
of samples of otter feces to see
exactly what the animals were
eating.
Serfass said the film covers
about two year of the project,
which is still going on in various
parts of the state. “The work by
so many people at Penn State and
all the agencies and by private cit
izens is amazing to me,” Serfass
says. “The reward is that the
otters are still doing well at all the
release sites.”
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To Promoting Milk
radio spots that will air this fall
and winter, milk lovers are
encouraged to seek the perfect
moment to enjoy an ice cold glass
of milk.
Commenting on the industry
wide approach, Ohio dairy fanner
and DMI Chair Herman Brubaker
said, “This campaign will suc
ceed by bringing together nation
al and local producer-funded pro
motion groups and other parts of
the industry. UDIA, the National
Dairy Board, and the states and
regions are putting their time and
money into the effort. We are
confident, through our ongoing
communications with the staff of
the processor-funded education
program, that our efforts will be
complementary with the proces
sor campaign due to launch in
early 1995.”
Gallagher said the combined
organizations will invest $5O mil
lion in the multimedia campaign
over the next 16 months, placing
advertisements nationally and
locally on television and radio.
The ad campaign, created by J,
Walter Thompson of Chicago,
will reach consumers with differ
ent milk-drinking occasions at
different times of the day.
“Market research has shown
us that when milk lovers drink
milk, they go to the refrigerator
with their minds set on milk,”
Gallagher said “These ads will
attempt to send people to their
refrigerators on more of those
‘Milk Missions,” so that milk
drinkers reach for an extra glass a
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week.”
Target audiences for the
advertisements are teens, ages 13-
17, and young adults, ages 18-34.
Market research also demon
strates that per capita consump
tion tends to drop somewhat
among these age groups as com
pared to younger children, said
Gallagher.
Television advertising will
reach the target audiences during
breakfast, after school and in the
evening through shows like “The
Today Show,” “California
Dreams” (after school), “Coach”
and “David Letterman,” Gal
lagher said. Breakfast, dinner,
and afternoon and evening snacks
are popular times for drinking
milk. Both the commercials
themselves and the times they
will be seen by consumers reflect
this, he added.
The advertising campaign will
be supported by a comprehensive
public relations campaign to help
re-establish consumers’ desire for
milk, including a mailing to milk
processors to encourage them to
participate in the campaign and
solicit their ideas for additional
in-store promotions.
“The way the fluid milk adver
tising and publicity campaign is
being conducted —with involve
ment from across the industry and
coordination with processors—
will show America’s dairy pro
ducers how DMI plans to pro
mote U.S.-produced milk and
dairy foods in a new and more
effective way,” Brubaker said.
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