"Milk Mustache" Campaign Lands on iVillage

  |  August 4, 1999   |  Comments

Bozell Worldwide extended its well-knowncelebrity milk mustache print campaign to the Internet in a deal with women'snetwork iVillage.

Bozell Worldwide extended its well-known celebrity milk mustache print campaign to the Internet in a deal with women's network iVillage.

The nation's milk processors and producers via Bozell are participating in the "Community Challenge" program at iVillage.com. The program developed in partnership is a tool for women giving concrete steps toward improvements in their health. Terms of the partnership were undisclosed.

The co-branded programincorporates multiple interactive and community elements to inform and inspire women to change their nutritional habits and reach their daily calcium requirement by drinking at least three glasses of milk per day.

As a core component, iVillage.com customized its "Community Challenge" behavior-modification program into a four-week "Drink 3" Challenge. This programming module guides members through weekly chats, email reminders and lively message boards to support one another with creative ways to get into the habit of drinking three glasses of milk per day.

"The Milk Mustache program is an education campaign women can believe in, one that makes a lot of sense in this community context," said Nancy Evans, co-founder of iVillage.com

In an additional element of the program, Milk is sponsoring an enhancement of iVillage.com's "Personal Health Report." This interactive health-management tool now provides members with a customized and confidential assessment of their risk for osteoporosis, based on lifestyle and heredity.

"I view this as a great model for advertising on the Internet. It combines content sponsorship, relevant editorial linkage, online promotion, integration with other marketing initiatives and banners, plus a partnership mentality that is crucial to making it happen," said Peter Gardiner, senior partner and media director of Bozell Worldwide.

The new initiative will capitalize on one of the most successful advertising campaigns ever by debuting an interactive Milk Mustache tool. iVillage.com members will be able to draw a mustache on a scanned picture of themselves -- or their kids -- which they can then print, or send to a friend.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...