Vitamin D-Licious

June 2nd, 2015 by BMLPR

The American Dairy Association & Dairy Council approached BMLPR 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.

BMLPR 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 generated:
375+ total stories
73 MILLION+ media impressions
$3.6 MILLION+ in publicity value (TV only)

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