Exploring opportunities to connect with lactose-intolerant consumers prompted the producer-funded dairy checkoff to launch Moovision.com, a multichannel social media effort.
The program aims to change the attitude and purchase behavior of millions of U.S. adults who currently experience real or perceived symptoms of lactose intolerance and avoid or restrict dairy consumption. Bringing them back to dairy could result in 2.3 billion pounds of new sales annually.
The initiative includes a hub site as well as a Facebook page, Twitter account and YouTube channel. Its goal is to use these venues in a lighthearted and novel way to converse with lactose- intolerant consumers, with these core objectives:
• Change perception of lactose-free milk.
• Identify opportunities to increase lactose-free milk consumption, encourage
use and grow the lactose-free category.
• Address myths and misperceptions of lactose-free milk related to its nutritional
value and taste and show that lactose-free milk is “real milk.”
“There is a huge opportunity to change attitudes and strategies and make sure people who are lactose intolerant are aware of dairy-first solutions,” says Jim Layne, vice president of Dairy Management Inc.’s, strategic initiatives team. “Moovision.com is a light-hearted approach that gives people a platform to talk about a very personal condition. We want to engage them, retain them and give them the chance to reach out to other people.”