Despite sophisticated processes and systems, over 90% of new products and services fail in the marketplace.
Be sure you are in the 10% that SUCCEED, by using Steve Kaye New Products Inc.
Case Histories
Milk Mustache Program
Assignment:
The International Dairy Foods Association wanted to reverse a long term decline in milk
consumption. We were hired by the VP Marketing as part of the creative team.
Key Insights/Recommendation:
The strategy was a twofold effort. One was to make milk "cool," which was accomplished by the milk mustache advertising campaign. The other was to develop new products that would take milk beyond the "white" look and appeal to a broader range of customers, like the current yogurt category (which used to be just "white").
The Milk Mustache Campaign has become extremely popular, featuring hundreds of famous athletes (like Michelle Kwan, above) and celebrities. The ads have become collectibles.
