MilkPEP Adds Curves to Weight-Loss Campaign
MilkPEP has partnered with Curves International for a spring promotion that extends its year-old “24/24 Milk your diet. Lose weight!” campaign.
MilkPEP (the Milk Processor Education program) will give away 24 two-year memberships to Curves fitness centers. Consumers enter the “Get the Curves you want!” sweepstakes by registering a milk-container UPC at 2424milk.com. Women also can bring two milk caps to their local Curves gym for a two-week trial membership. Banner ads, P-O-P, counter cards in Curves’ 7,500 gyms, direct mail and e-mail support.
The campaign broke May 1 via Draft, Chicago. Lowe Worldwide, New York, handles TV and print, including an ad with Waco, TX-based Curves co-founder Diane Heavin; Weber Shandwick, Chicago, handles p.r. (All shops are part of Interpublic Group of Cos.)
The effort dovetails with the Milk Mustache Mobile’s ongoing Great American Weight Loss Challenge, traveling to 75 markets between March and September. Visitors can get a health assessment, test Curves workout equipment, have their own Milk Mustache photo taken and sign up for the weight-loss challenge: The city that loses the most weight wins a city-wide Milk Mustache ad and $25,000 for local walking trails. Mini-events at Curves locations support the tour and let processors sample milk among Curves members. Weber Shandwick handles the tour.
“Our U.S. franchisees have an extraordinary opportunity to carry on an awareness campaign with their local milk processors long after this program concludes,” said Curves director of marketing Mike Raymond in a statement.
MilkPEP has garnered strong results since its summer 2004 launch of the “24/24 Milk your diet” positioning that encourages women to consume 24 ounces of milk every day to help lose weight. The campaign helped reverse a sales decline for milk; increased retailer participation 17%; boosted awareness among women 50%; and brought an 827% increase in e-mail registrants at MilkPEP’s dedicated Web site.
“Draft exceeded our expectations during last year’s summer promotion, and the 24/24 platform has continued to lead the way for our marketing strategy in 2005,” said MilkPEP senior director of promotions Julie Buric in a statement. “The Curves promotion builds on the value of providing consumers with the information they need to maintain a healthy lifestyle.”
