Grupo Gallegos has received a Gold HAPE Award for the California Milk Processor Board campaign, “El Maestro del Vaso Medio Lleno” (The Master of the Glass Half-Full). This award was garnered under Best Integrated Communication Campaign for a Product or Service in the Hispanic Market.
The Master of the Glass Half-Full was a solution to a new advertising challenge for Grupo Gallegos and the California Milk Processor Board. “After focusing so much on the physical health benefits of milk in previous campaigns, we collaborated with our client and found a bigger and better benefit to milk: an emotional connection,” said Gustavo Razzetti, Chief Strategy and Engagement Officer at Grupo Gallegos. “When you’re healthy, you feel good, and when you feel good, you have a positive outlook on life.”
Razzetti continued, “In order to succeed in today’s marketplace, brands need to tell stories. And more importantly, motivate consumers to be a part of that narrative by broadcasting their own experiences that relate to the brand’s story. In this case, that story is positivity.”
The campaign’s message was delivered by a fictitious character: “El Maestro del Vaso Medio Lleno” (The Master of the Glass Half-Full) – a milk enthusiast and guru of positivity. He teaches the many benefits of milk consumption and how to use milk to create a more positive lifestyle.
The campaign was a cross-platform, integrated branded effort that established communities of optimistic fans and successfully engaged Hispanic consumers in both English and Spanish. After only three months, 70% of Hispanics associate milk with positivity. By the time the Master of Positivity is finished in 2012, California will truly be “The Sunshine State.”