So Good, Canada’s best-selling soymilk, is doing it’s part to make sure that Canada’s dairy cows get a chance to see the sights from February 21-24. Seventeen vacationing cow mascots (equipped with bright Hawaiian shirts, cameras and postcards) are visiting some of Toronto’s most popular tourist attractions to interact with passersby and promote the growing popularity of So Good soymilk.
The cows, strategically positioned at the Eaton Centre, CN Tower and riding the TTC, will tell anyone who will listen, that thanks to rapidly increasing numbers of consumers buying So Good soymilk, the cows are now free from regular milking duties. Additionally, the guerrilla cows will be getting the word out about ‘Summer in the City’, the promotion’s culminating event taking place at Dundas Square complete with tiki bars, beach volleyball and live music. Over the course of the cow’s week of R&R, the heifers will be handing out coupons for So Good products and directing consumers to the promo website (www.cowsonvacation.com) where participants can enter a contest to win a Cancun vacation. Saatchi & Saatchi Drum produced 30-second radio spots promoting the ‘Summer in the City’ event and Argyle Rowland, who managed the campaign’s media and PR, will be sending out an email blast to GTA women promoting the vacation contest.
