Milk consumption has continued to decline in spite of government programs to promote the dairy industry and national ad campaigns like the iconic “Got Milk” by Goodby, Silverstein and Partners. As consumers continue to shift their beverage consumption to bottled water, soft drinks, fruit juice, and energy drinks, the challenges faced by the dairy industry continue to increase. So when the American Guernsey Association wanted to re-launch their legacy brand, Golden Guernsey Milk, they knew it wouldn’t be easy.
To re-introduce the brand, the American Guernsey Association selected Elisco to develop a marketing communications strategy and update the logo and packaging. In addition to increasing Golden Guernsey’s share-of-throat, Elisco was also tasked to help sell the brand into retailers.
The vintage-inspired logo reflects the artisan approach taken by the small-scale family farms that produce the Golden Guernsey brand.
The wholesome lifestyle and natural nutrients associated with milk were promoted to health-conscious Millennial moms.
Golden Guernsey is the one premium milk that tastes better and is naturally easy to digest.