Case Studies

Campaign: New Southern Belle

Launch: January 2006

Regionally-based Southern Belle Dairy had been around for decades. The brand was stale, outdated and needed to be revitalized. The combination of Milk being a commodity and Southern Belle brand milk being priced significantly higher than store brands made for a fascinating challenge!

Through our strategic planning process goals of the marketing campaign were identified. They were to convince consumers that they’re worth it (spending the extra money), create an emotional connection and create brand loyalty

So, we took on the challenge of revitalizing their brand – and to SELL MILK. We launched a multi-faceted marketing campaign which centered around Southern Belle’s consumers: active, confident, contemporary Southern women who care about healthy lifestyles and happy families. Powered by a upbeat contemporary musical anthem, “I’m a New Southern Belle” in numerous television and radio flights coupled with new packaging designs, aggressive couponing, point of purchase materials and a re-canvass of their entire fleet of trucks, the campaign celebrated and empowered Southern Belle consumers in a fresh new way.

Extensive market research and focus group testing in key distribution areas confirmed that the new marketing connected with consumers and helped drive consumers to purchase Southern Belle products.

To quote the client: “we sold a lot more milk.” Increased distribution, increased shelf presence among existing accounts and additional new grocery and c-store accounts – It worked.