Tatham Chugs A $12 Mil. Campaign For Dean Foods

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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.

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