Multi-Pak Product Launch

The Opportunity: Providing convenience at the ideal time

Facing rising milk prices and wanting to fulfill the demand for healthy and convenient foods on the go, Hiland Dairy Foods believed it would be the ideal time to launch a multi-pack of single-serve milks. With Envoy's assistance, Hiland Dairy created a strategy to communicate, educate and inform busy moms about the many benefits of Hiland Dairy’s Multi-Paks. Envoy recommended visual and verbal displays of Hiland Dairy products as a predominant drink of choice with essential nutrients, vitamins, protein and energy.

The Operation: Who doesn’t want a six-pack?

Hiland Dairy launched the new milk multi-paks in four convenient sizes. These included six-packs of new nine-ounce 2% white and chocolate milks; and six-packs of convenient 16-ounce 2% white and chocolate milks. This new product launch was supported by an integrated communications campaign that consisted of website, newspaper FSI, POS materials, broadcast media and out-of-home. In addition, a Pick of the Pak contest for moms was created. The contest encouraged moms to enter their child's sports teams or organization to win a party supplied by Hiland Dairy for their team. Moms were asked to submit a brief entry and on the website www.hilanddairy.com, or by mail, on why their child's team should be the pick of the pack.

Got Results?

• Pick 'em up, pack 'em up and take 'em anywhere!
• Multi-pak sales began in July 2008 and by October 2008 had grown by 62.5%.
• In addition, the Pick of the Pak Web contest drew more than 200 entries during the month of August, which increased traffic by 12% during the promotion.
• An added bonus was the e-newsletter permission-based database, which grew by 17% during the promotional period.