AMERICAN DAIRY ASSOCIATION & DAIRY COUNCIL
Vitamin D-licious!
stories
Million
impressions
cups of hot chocolate
given away
$6.2
Million
ad value
Background
The American Dairy Association & Dairy Council approached BML with an interesting challenge: How do we remind people to consume dairy products during the winter months when people are bundled up and indoors away from sunlight, a natural source of the essential Vitamin D? Answer: Build the World’s Largest Mug of Hot Chocolate.
BML planned and executed the stunt during a heavily branded unveiling event next to the ice rink at New York City’s Bryant Park—which ended up coincidentally being the coldest day of the year!
The custom-made mug held 500 gallons of hot chocolate, easily beating the previous record of 15 gallons, which was served to those in attendance. The event, and its message, carried across national media including TODAY and The Weather Channel and hundreds of local market broadcasts nationwide.
