The late Roger Miller didn't have milk in mind when he wrote "Chug-A-Lug," but Euro RSCG Tatham nonetheless found the tune appropriate to back a new line of resealable plastic bottles of milk from Dean Foods.
The Franklin Park, Ill.-based company in October began rolling out Milk Chugs, a line of chocolate, whole, two-percent and skim milks in red, blue and brown plastic bottles.
Tatham's estimated $12 million campaign, which broke last week and is aimed at 13- to 24-year-olds and families, suggests the Chugs provide an easy and instant energy boost for people on the go. The tagline for the effort is "Milk where you want it."
Outdoor work will be used in Chicago, three other Midwest markets and Louisville, Ky. TV spots will air in Chicago and Milwaukee only. A 60-second radio spot will air in five Midwest markets, using an a cappella version of "Chug-A-Lug."
The 30-second TV spot features an animated purple man with blue hair, clad in what looks to be a red basketball uniform, cheerily going through his active day aided by plenty of Milk Chugs.
Miller's well-known song, written as an unlikely tribute to moonshine, is appropriated for the campaign. "Chug-A-Lug, Chug-A-Lug," go the revamped lyrics. "Makes you wanna holler hi-dee-ho. Feed your tummy on the go."
The animated man is seen surfing, skateboarding and driving a sports car. At one point he declares, through the lyrics, "I'm a chug-a-lugging sunuvagun."
The tagline is reinforced with a final visual showing a Milk Chug circling the earth in an animated universe.
Dean will expand Milk Chugs' distribution to portions of Indiana and Michigan in January; selected Southwest markets in March; and Ohio, Pennsylvania and western New York in May.