School Marketing Award 

What Guida’s did to win the school marketing award.

Their concept was three-fold;

1.  Created better flavors in our chocolate, strawberry and coffee.

We went through extensive sampling with multiple companies and demographics to increase our flavor profile. At the end, we came up with what we and our focus groups thought were the best flavors all around.

2.  Market to the kids as decision makers, not as kids

We redesigned our cartons so that kids felt they were being treated with respect and as the decision makers that they are.  We could have easily incorporated our mascot supercow and made it very “cartoonish”, but we felt the school market was important enough to treat them differently. They felt the same!

3.  Make the carton colors for butterfat the same for ½ pints.   

The regional colors for Gallons, ½ gallons and quarts were all consistent but we lacked that consistency in our ½ pint line.  The opportunity gave us an excuse to fix that.  So the same color label at home is also now found in school.

The new look and flavor has been Very Well accepted by all schools systems and their kids.  The repose has been nothing but positive.

We introduced the new containers with an e-mail blast to all out schools:  “New School Year, New Carton, and New Flavors!!” All changes were all very well received and with out one negative experience.