GALLEGOS United announced the launch of Know the Facts
a new effort for the California Milk Processor Board (CMPB), creators of the iconic got milk?.
"Know the Facts" is designed to shed light on the growing issue of untruths or misinformation about milk circulating on the internet. As a brand that has always lived on the cusp of popular culture, CMPB's agency of record, GALLEGOS United, created the campaign to help engage and encourage parents and kids to think twice about milk in the context of this misinformation. The digitally-focused campaign targeting millennial parents in California will include online and social media advertising launching the week of October 14th.
At the center of the campaign is an animated short directed by JJ Sedelmaier, award-winning director/ designer behind animation for Schoolhouse Rock!, as well as other well-known animated series, such as the launch of MTV's Beavis & Butt-Head, co-creating Saturday's TV Funhouse for Saturday Night Live, and animation for The Colbert Report and The Daily Show.
Commenting on the creative effort, Dino Spadavecchia, executive creative director at GALLEGOS United stated, "Millennial parents are constantly bombarded by advice about what's right for their kids. Sometimes it's hard to know what's fact and what's fiction, what's based on actual evidence and what's just an opinion. To make sure our message resonated and engaged with millennial parents and kids, we needed to make it entertaining. So, we took an unconventional approach... We wanted to make something that was hand crafted, something that would have longevity and transcend marketing trends - JJ's approach and animation style is timeless, genuine and honest, with a visual language fitting of pop culture."
"California's complex consumer market continues to grow in its diversity, and brands must challenge themselves to establish real connections and a unified approach to reaching all audiences with brand storytelling that is culturally-attuned if they want to remain relevant," said John Gallegos, founder and CEO of GALLEGOS United. "It helps set you apart from your competition and grow your brand and business - when you can understand the unique challenges such a market poses and how the influences of diverse audiences are far more nuanced.