Lactaid Research

What is Lactaid?
Lactaid is a brand of lactose-free milk sold by McNeil Nutritionals. Lactaid was introduced into the
market during the 1970s after a son of a dairy owner discovered that people who were sensitive to
lactose could not break down milk. Since then, Lactaid has become a market leader as a milk alternative.
Lactaid is unique because it is made from traditional cow milk and infuses it with lactase, an enzyme that
breaks lactose into two simple sugars (glucose and galactose.)
Lactose Intolerance
Lactose intolerance is the result of a person lacking the digestive enzyme, lactase, which turns lactose
into digestible sugars. Symptoms of Lactose intolerance include bloating, nausea, cramping, diarrhea,
and flatulence. Lactose intolerance is an international problem that affects more than 40 million
Americans. According to a research study by National Digestive Diseases, 75% of African-Americans,
Mexican-Americans, and Native Americans are lactose intolerance. In addition, 90% of Asian Americans
are lactose intolerance. Lastly, exclusion of milk and dairy from the diet can compromise intakes of
nutrients such as calcium, riboflavin, phosphorous, magnesium, vitamin B12 and high quality proteins.
The Competition
Lactaid is a market leader when it comes to lactose-free milk alternatives. However, we found that there
is a rise in the sales of milk alternatives such as almond milk, soy milk, and rice milk. According to a
report by the Dairy Alternative Beverages in the US, the total sales of soy milk, almond milk, rice milk
and other plant milks reached $1.33 billion in 2011. Furthermore, 11% of all adults were consumers
were of soy milk, while 9% consumed almond milk. With the increase in competition it is important that
lactose increase brand recognition.
Perception vs. Awareness
We decided to conduct research survey on milk consumption. The main factors that we looked for were
there preferred brand, whether they were lactose intolerant, and if they were aware of lactose. When
asked what type of milk they have in their house, 70% of responded said cow milk, 16.67% used almond
milk, 4.1% responded rice milk, 8.33% soy milk, and 0% used soy milk. When asked what brand of milk
they use, 5 said silk, 3 used almond, 11 said cow milk and 4 used other brands.
When asked Have you tried Lactaid? 5 out of 24 responded yes. When asked, Did you know that
Lactaid has the same nutrients, vitamins and benefits as regular milk? Would you be interested in trying
it now that you know that? 20 responded yes, while 4 responded no. Lastly, when asked Would a $1
difference from regular milk prevent you from buying Lactaid? 9 responded yes while 15 responded no.
What we found was a lack of awareness for this lactose free brand as well as a distorted perception.
Upon further research, we noticed that Lactaid had a smaller social following on social media than some
of its competitors. While Lactaids Facebook has 32,869 likes on Facebook, Almond Breeze (Almond
Milk) has 253,000 and Silk had 494,126 likes.

Advertising and Marketing
Lactaid has spread its brand through various mediums. Lactaid has a fully functional website with
nutritional facts and description of the products. Lactaid has solid presence on social media. On
Facebook. They have a YouTube page with 64 followers. They do not have a Twitter, Instagram, or
Pinterest. Lastly, they have had a few TV spots.
Insight
Lactaid is a leading brand but still suffers from lack of awareness. With the emergence of competition, it
is important that Lactaid differentiates itself in the market. According to research from Dairy
Management Inc, cost and perception about taste, as well as the incorrect belief that lactose-free milk
is not real milk, may be preventing individuals from trying lactose-free products. We also found a
study of more than 1000 adults with symptoms of lactose intolerance that noted they were most
receptive to information about lactose free milk that communicated multiple benefits, such as
nutrition and taste.
Meet the Mothers
Finally, we noticed that mothers are a strong target. The US Census estimates that there are 82.5 million
mothers of all ages in the US, from Baby Boomer "soccer moms" to the Gen X and Echo Boom "iMom."
According to Marketing2Moms, mothers factor in $200 billion in spending power. Using this
information, along with data from our survey, we decided to target mothers. While we will have a hard
time converting cow milk drinkers, we found it easier to target mothers using alternative brands. With
the threat of lactose intolerance affecting their toddler, mothers are using products such as almond
milk, rice milk, and soy milk.
We feel that ads that convey the fact that Lactaid is real milk that offers the nutrients to aid their
children in growth will convince them to switch. By creating a campaign with a relatable spokesperson
communicating the benefits of Lactaid, the Lactaid brand will grow substantially.
Sources
http://www.drink-milk.com/media/28074/attitudesandbeliefslactoseintolerance.pdf
http://www.milk.co.uk/page.aspx?intPageID=139
http://www.nationaldairycouncil.org/Research/DairyCouncilDigestArchives/Pages/dcd81-
4Page1.aspx#sthash.U6QVIpw3.dpuf
http://www.dairyreporter.com/Markets/Self-diagnosed-lactose-intolerance-driving-lactose-free-dairy-
sales-analyst
http://www.statisticbrain.com/lactose-intolerance-statistics/
http://www.foodnavigator-usa.com/Markets/Almond-milk-catching-up-with-soy-as-favorite-non-dairy-
milk-alternative
http://m2moms.com/fast_facts.php
http://www.theecologist.org/green_green_living/food_and_drink/847876/top_10alternatives_to_cows
_milk.html



















Creative Brief
Client: Lactaid Copywriter: Lindsey Marshall, Nicole Ward
Account Exec: Alexander Pompee Art Director: Caroline Cole
Public Relations: Cathryn Hodges

Why are we advertising?
We want young mothers, who are nearing the decision point to which milk they will provide their children, to
realize that Lactaid is out there and persuade them to choose Lactaid as their household milk product over
the other competitors such as Silk, Soy, and Almond.
Target
We are talking to young mothers across the country ages 25-34 that have children 2-5 years old who have
symptoms of Lactose Intolerance. They already have alternative milk products in their house for their family,
such as soy, rice, almond milks. They are upper to middle class stay-at-home moms who are health conscious,
do yoga, garden, and are active on social media some throughout the day and then particularly at night after
their child has gone to sleep, and theyre all about home decorating and DIY craft ideas. They also have a
bachelors degree or higher. On the weekends, they attend events with their mommy and me group, read
and follow a few mommy bloggers between the babys naps, go to the grocery store, and check out the local
events that are baby-friendly such as farmers markets. They are SUV owners, married, and shop at Banana
Republic, T.J. Maxx, and Homegoods.
Insight
They currently are aware that Lactaid is in the market, but they dont necessarily understand why they would
choose Lactaid over the alternative milk that they are currently using such as rice, soy, or almond milk. They
are unaware of the health benefits Lactaid provides and that it is real milk just without the lactose.
Promise
Lactaid is the best option for children exhibiting lactose intolerance symptoms, who will need the added
nutrients that other alternative milks cant provide and it has the same benefits as milk just without the
lactose.
Support
Other milk alternatives dont provide the same nutrients and vitamins as milk, but Lactaid does. Children
need these vitamins and nutrients to properly develop.
Key copy points
Lactaid is actual cow milk without the lactose.
Lactaid has the same health benefits and nutrients as milk (vitamin A& D, calcium, and Protein)

Tone & Manner
Amusing, energetic, comical, entertaining, educational
Creative Strategy statement
Many mothers are unaware of the fact that Lactaid is actual cow milk that contains vital nutrients such
as Vitamin D, Protein, and Calcium that other milk alternatives lack, as well as the same great taste. An
informative and comical approach communicating the benefits of Lactaid milk will convince them.
Advertising Plan
Key Fact: Lactaid milk is lactose-free milks that provide the same benefits of regular milk without the
lactose.
Advertising Problem: Lactaid suffers from high awareness but low perception.
Advertising Objective: Convince mothers who use milk alternatives to switch to Lactaid milk.
Target Consumer: Mothers across the country ages 25-34 that have children 2-5 years old who have
symptoms of Lactose Intolerance. They already have alternative milk products in their house for their
family, such as soy, rice, almond milks.
Competitors: Alternative milk products such as almond milk, soy milk and rice milk.
Key Consumer Benefit: Lactaid is the best option for children exhibiting lactose intolerance symptoms,
who will need the added nutrients that other alternative milks cant provide and it has the same benefits
as milk just without the lactose.
Support: According to research from Dairy Management Inc., cost and perception about taste, as well
as the incorrect belief that lactose-free milk is not real milk, may be preventing individuals from trying
lactose-free products.
Tone Statement: An informative and comical approach communicating the benefits of Lactaid milk.
Mandatories and Limitations: Logo, tag line, slogan, legal copy, certifications, affiliations.

TV Spot:
Client: Lactaid
Job Description: TV Spot
Date: 4/22/14
Writer: Alexander Pompee
60 Second Spot Milk Bustaz

Video Audio

Mother walks into kitchen
and sees her son eating cereal.
Amber: Tommy, why are you
pouring orange juice in your
cereal?
Tommy: Milk makes me sick but I
still wanted cereal.
Camera shows Tommy and Amber talking
Amber: Why didnt you use
Lactaid?
Shows picture of Lactaid
Tommy: Thats not real milk and
itll still probably make my tummy
hurt.
Amber: Lactaid is not real milk,
huh? Let me show you a video. It
might change your mind.
Mom pulls a video on a laptop.
Video displays a glass of milk falling.
SFX: London Bridge Instrumental
Amber: Were about to drop a
milk glass yall


Bree dancing with Lactaid Milk
Bree: If you are Lactose
Intolerant. Theres no need to
hide from milk. Buy a gallon of
Lactaid. It goes down mother
than Silk.
Video of Amber behind a blue background
Holding Lactaid Milk
Amber: You need your calcium,
protein, and vitamin D. You
cant but put orange juice in
cereal. You need your Vitamin B
Video cuts back to Bree rapping
Bree: Lactaid is 100 percent real
And Lactose free
Cuts Back to amber rapping
Amber: Say bye to the stomach
aches. Because Lactaid is the
key
Shows Bree and Amber together
Bree and Amber: Word! Were
the Milk Bustaz!
Cuts Amber to mother and embarrassed Tommy
Tommy: Mom is that you and
Aunt Bree?
Amber: Ummm just eat your
cereal.
Shows still picture of Lactaid
Announcer: Lactaid the only
milk alternative that really is
milk. If your child or someone in
your family is showing
symptoms of lactose
intolerance get them on the
only lactose-free option with
the same vitamins, nutrients,
and original taste as real milk.
Because not all milks are
created equal. Visit
www.lactaid.com/milkbustaztv
for more information.
Why Broadcast: We chose a television spot because TV is still the leading medium for advertising.
According to Forbes, TV drives more people online than any other medium. It also serves as a fantastic
medium for introducing our brand spokespersons, The Milk Bustaz. Mothers watching prime time
entertainment on their favorite television channel will be exposed to the Milk Bustaz commercial.
Where: The Milk Bustaz TV spot would play during on national networks that our target audience enjoys
such as the HGTV, ABC, and Lifetime. The TV spot will air during the HGTV 6PM evening slot, ABC 8PM
Slot, and Lifetime 7 PM slot.
Tracking: We are going to use ispot.tv in order to track viewership for our TV spot. iSpot.tv is a real-time
ad intelligence platform that watches 80 broadcast and cable TV channels to track more than 40,000
different TV commercials, helping advertisers and brands know whos advertising what when, and how
much theyre spending. Ispot.tv allows us to estimate our total spending cost for each airing of our TV
spot and provides us with a breakdown of our target demographic. It also allows us to see real time
comments that people are making about our brand after our TV spots airs. We will use Ispot to track
how many people use our vanity link, tweet our product, and search Milk Bustaz.
We also plan to use a vanity website link on the TV spot. We will also have links to our social media and
gauge our traffic after a TV spot plays.









60 SECOND RADIO COMMERCIAL:
Milk Bustaz Lactaid Mommy Rap

MUSIC: INSTRUMENTAL London Bridge by Fergie

Amber: Oh yeah, yall.

Bree: Its the Lactaid mommy rap.

Amber: Two moms, one goal. Switch your lactose-free family to Lactaid.

Bree: You wanna know why?

Amber: I want to know why Bree.

Bree: Cause its real milk, just minus the lactose.

Amber: Hey all you moms Were talkin Lactaid here
All the nutrients the other milk replacements fear,

Bree: We got your A, your D, and your calcium
Scientists dont make milk theyre for makin radium

Amber: So pick a milk you know comes from those cute little cows
Im talking old McDonald, birds, fields and plows.

Bree: So your little ones cant drink lactose, theres nothing to fear.
We got your source of real cows milk with Lactaid right here.

Amber: Were the milk Bustas yall.

Bree: And follow us on Facebook and PinterestOr notIts all good.
(Whisper) But seriously, follow us

Announcer: Lactaid the only milk alternative that really is milk. If your child or someone in
your family is showing symptoms of lactose intolerance get them on the only
lactose-free option with the same vitamins, nutrients, and original taste as real
milk. Visit www.MilkBustazRadioRap.com for more information. Because not all
milks are created equal.
Why Pandora Radio: According to Tipping Point communications, Pandora reaches our target audience
with more than 150 million registered users and their primary audience being 18-34 years of age. Also,
moms are using Pandora while theyre cleaning, cooking breakfast, or even in the car.
Where: Pandora can narrow target audience down by age and sex, so we will reach women ages 25-34.
We will also place the ad on the following Pandora stations: Katy Perry, Beyonce, Jennifer Lopez, Classic
Rock, Carrie Underwood, Luke Bryant, Taylor Swift, Shakira, Usher, Todays Top Pop Hits.
Tracking: The Pandora spot has a vanity URL at the end that will redirect them to the actual Lactaid
website but keep track of how many people visit that particular vanity URL, telling us which website
visitors came from the radio spot.












Print Ad: Magazine


Why Magazine: We chose to place a print ad in magazines because our stay at home moms enjoy
reading during times of leisure and when their kids are taking naps.
Where: People magazine, Cosmopolitan, Better Homes and Gardens, and Womens Health magazine
Tracking: We have placed a Vanity URL that leads back to our website. This specific URL allows us to
know which medium influenced them to check out our website.
Out-of-home: Shopping Cart Ad




Why Shopping Cart Ads: According to Nielsen, 62% of women do the grocery shopping in the family. We
chose grocery stores because we know mothers are likely to see our ad there.
Where: We chose to place ads on shopping carts in different grocery stores across the nation. Publix in
the Southeast, Safeway in the Northwest, Aldi in the Midwest and East, Trader Joes and Whole Foods
nationwide.
Tracking: Vanity URL
Out-of-home: Pediatrician Office

Why: We chose to place poster ads in pediatrician offices because we know that is a place where we can
reach our target audience. Doctors are trusted and if they display advertisements for Lactaid, that
means that our target audience will be more likely to trust us when we say it is better than soy milk.
Where: Pediatricians offices nation-wide
Tracking: We are going to track the ad by the number of visits to the vanity URL lactaid.com/healthykids.

The Gut Foundation to speak at Lactose Intolerance Awareness Month
Conference at Lactaid headquarters
What Alan E. Kligerman, CEO and founder of Lactaid, is holding a Lactose Intolerance
Awareness Month conference. Representatives from The Gut Foundation, the Leading
Authority on Gastrointestinal Disease and Conditions in Australia, will be speaking to
bring awareness of the serious of lactose intolerance. In addition, Alan E. Kligerman will
discuss how Lactaid can improve health and alleviate lactose intolerance. Two surprise
guests, Lactaids very own Milk Bustaz, will compare Lactaid to milk and other non-milk
alternatives. It is open to all media who will also get the chance to sample Lactaid. The
event is called Upgrade to Lactaid.

When Saturday, February 15, 2015
12 p.m. to 4 p.m.

Where 601 Office Center Drive
Fort Washington, PA 19034

Who Alan E. Kligerman
Representatives from The Gut Foundation

Features The free event for the public will feature:
Lactose intolerance awareness speeches.
Lactaid beneficial speeches.
Comparison of Lactaid to milk and other non-milk alternatives.
Meet-and-greet with Lactaid CEO, Alan E. Kligerman.
Free Lactaid samples.

Visuals Picture, video and interview opportunities will include:
The Gut Foundation representatives describing and presenting the
seriousness of lactose intolerance.
Alan E. Kligerman describing the ways Lactaid can help those who are
lactose intolerant.
Question and answer seminar with Alan E. Kligerman.

Media Contact: Please visit www.lactaid.com/milkbustaz or to our Facebook page
www.facebook.com/milkbustazmoms to sign up, but this is a free event!

###
MEDIA ADVISORY
For Immediate Release
Why this event and why PR : We chose to hold this event because Lactaid will gain media attention,
which will help increase brand awareness of Lactaid. Public relations was chosen because it brings
positive attention to our brand and increases credibility. This press release will be sent out to mommy
bloggers for blogs such as Ninja Mom Diaries, Living Well Spending Well, Mommy Katie, Outsidemom.
This event will bring awareness to lactose intolerance, have mommy bloggers blogging about Lactaid,
and increase our public presence.
Where: This event will take place at the Lactaid headquarters and will also be streamed live on the
Lactaid website. We will send out a media advisory to various members of the media. We will also tweet
highlights of the event.
Tracking: we will give mommy blogger discount codes for Lactaid milk with specialized numbers for
tracking. We will keep track of how many people watch the Livestream. We will perform media clipping
and grab specific stories about the event.

















Facebook






Facebook Sponsored ad:

Why Facebook: Our demographic are mothers ages 25-34, Millennials, who are in the early years of
their motherhood. People of this age are very engaged in social media. They are consistently sharing
photos and posting social media updates. These Millennial women are more active on social media sites
such as Facebook and Pinterest. According to the Pew Research Center, 71% of online adults are active
on Facebook. Our target audience age group, 25-34, are also the second highest group to be active on
Facebook. Our Millenial women like to keep in contact with their previous schoolmates so we thought
Facebook would be the perfect social media network to engage in comical and interactive
communication. Our Facebook is specifically designed for the new spokeswomen, Milk Bustaz, and will
post daily raps and other humorous Lactaid related posts. We wanted to create an online persona that
would entertain our current and future shoppers.
When: We will post three times a day. We found that mothers are most active around 12:00PM, 6:00
PM and 10:00PM. We will schedule three posts a day during those hours.
Tracking: We will review Facebook insights daily. We will review how individuals find our page (vanity,
other social media, website.) Well evaluate the reach of our post. We will use sponsored ads to reach a
targeted audience. Lastly, well track the comments that people will make on the Facebook page.
Pinterest


Why Pinterest: According to the Digital Marketing information site, DMR, 80% of Pinterest users are
women, so we will be able to easily reach our target audience. Also, the two largest age groups using
Pinterest fall within our target audience being ages 18-29 year olds and 30-49 year olds. And According
to Neilson, Moms are 61% more likely to visit Pinterest than the average American. These mommies are
pretty much exclusively on Facebook and Pinterest. They are using it to pin recipes, dcor ideas, and
outfits.
When: We will be pinning during the busiest hours of Pinterest heavily around 2PM to 4PM and 8PM to
1AM. We will also make sure to pin periodically throughout the day.
Tracking: A vanity URL connected and displayed on the Pinterest page will track the users that go to the
Lactaid website through the Pinterest page.




Website


Why Milk Bustaz Website: We chose to add a Milk Bustaz section on the Lactaid website to explain who
exactly the Milk Bustaz are and what their purpose is.
Tracking: All vanity URLs will be redirected to this website page that includes facts about Lactaid and
why it is better for children than the alternatives like soy and almond milk. We will be able to track the
number of visits to this page through an analytics program like Google Analytics.