A man in a cow outfit with outsized sunglasses who can only be seen by children is the focus of Griffin Bacal's new campaign introducing Cool Cow, a milk substitute.
A TV spot features the brand's eponymous "spokescow" (as shop president Paul Kurnit refers to it), whose modus operandi is to sneakily replace cartons of regular milk with the Cool Cow brand. In one instance, Cool Cow appears in a supermarket to swap a family's milk for the new brand. Later, he pops up in a family's kitchen.
A voiceover touts Cool Cow's health benefits--"Low in fat and cholesterol and rich in vitamin E"--and a caption notes that the product has been certified by the American Heart Association. (Cool Cow is made by replacing milk fat with vegetable fat.) The campaign targets mothers and families, said Kurnit.
The spot, backed by outdoor ads, will run initially in New York, New Jersey and Connecticut. Milk-Made hopes to eventually launch the brand nationally.
New York-based Milk-Made, formed in 1991, tapped Griffin Bacal here for the $5 million account after an April review. Al Magnane, senior vice president of marketing for the client, declined to identify the other agencies involved. Magnane said Griffin Bacal was chosen because of its experience in family marketing (the agency specializes in toy brands).
New York-based Milk-Made launched Cool Cow last fall in 600 New York-area supermarkets. The client is also developing lines of yogurt and ice cream.