As a native Californian, I can speak to the vivacity and diversity of the Golden State, and the California Milk Advisory Board (CMAB) is looking to share a piece of it through its new installment in the Real California Milk California Freestyle integrated advertising campaign. The campaign features three new music tracks and videos that celebrate the state’s variety, from its people to its landscapes and the cultures that make its dairy products special.
“California is a special place to live, eat and enjoy dairy, and the Remix campaign brings these elements together in three catchy musical and visually rich executions,” said CMAB Chief Executive Officer John Talbot. “This evolution of California Freestyle continues to connect with consumers. What really makes these new spots ‘sing’ are the decadent dairy dishes—from chicken and waffles and popcorn dripping with melted California butter to nachos, fries, and pizza loaded with gooey California cheese.”
California Freestyle Volume II: The Remix was produced by Deutsch LA and includes 30, 15, and 6-second bilingual (English/Spanish) video spots, a release explained. Each one taps into a different musical genre to share the story of Real California Milk.
Each colorful, energetic music video features lyrics paying homage to the original California Freestyle track with a new twist and setting. The videos end on an animated, album-art-inspired stage to bring home the “Living in the Golden State” tagline.
California Freestyle began in April 2022 with the first-ever music record made of California cheese and a title track video debut during the Grammys broadcast in California.
To learn more about the creative campaigns launching in the dairy sector and beyond, stay tuned to Deli Market News.
