Clover, one of South Africa's leading dairy suppliers and 34Woman, a division of AdReview's Specialist Agency of the Year, 34, developed a campaign to drive consideration and purchase of Clover's vanilla-flavoured Mmmilk, all whilst supporting a cause that resonates with the whole family.
The cause? Movember - an annual month-long event during November where men, Mo-Bro's, grow moustaches to raise funds and awareness of prostate cancer and other illnesses affecting men.
"We know that women, our Mo-Sista's, will choose products that support charities and with Movember we tapped into this insight to get consumers to notice the product, while also doing good for the men in her life" says 34Woman Managing Director, Judy During. "
Therefore for every pack of Mmmilk sold during November, Clover will donate 10c to CANSA, Movember's chosen charity. The campaign is driven in-store and on Facebook where weekly cash prizes are given to the best 'mo' picture submitted.
Interactive necktags will be placed on selected packs to drive the campaign in-store. Each necktag has a pop-out moustache that clip into one's nose, involving the whole family by allowing kids to wear their moustaches while dad grows his. The four collectable moustaches range from swashbuckling to slightly suspicious and include The Sanchez, The Businessman, The Major
and The Undercover Brother.
"Most children love having milk moustaches so partnering Mmmilk with Movember helps us not only to sell more Mmmilk, but also to raise funds and awareness for a truly worthy cause," says Clover Senior Brand Manager, Sherian King.
The campaign was supported internally by Clover staff through a "Shavathon."