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John Gallegos of Grupo Gallegos: #BonesLoveMilk really fits the California lifestyle
Manuela Walfenzao| 15 de agosto de 2016
John Gallegos, presidente de Grupo Gallegos
Grupo Gallegos was the agency responsible for the California Milk Processor Board (CMPB) campaign to encourage milk consumption among young skateboarders. It’s called #BonesLoveMilk and until now has received more than 700,000 views on the CMPB accounts in Facebook, Snapchat & Instagram, and more than 84.000 engagements. During the international Go Skateboarding Day, the brand visited important skateboard parks and spread the message together with important representatives of this sport. The initiative encourages skateboarders to share their own videos using the hashtag #BonesLoveMilk. For John Gallegos, Founder and CEO of the agency it’s very important having a physical presence at events where pre-teens are likely to be in order to remind them about the importance of milk during a time where they’re likely not thinking about it. “The further you are away from the refrigerator, the less likely you thinking about consuming milk” said Gallegos. “This is how we can stay relevant in a conversation when [tweens] are away from their refrigerator.” Under the slogan You still need it, the agency boosts the concept that drinking milk is vital for extreme sports. Gallegos also noted that in the future the campaign will extend to other extreme sports, like motocross and snowboarding. “I think it’s a wonderful platform, it really does fit the California lifestyle mentality.”
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