Marketing Currents - Business and Marketing Current Events

Tillamook Debuts “Extraordinary Dairy” Campaign Designed to Delight Dairy Lovers Everywhere


Tillamook County Creamery Association (TCCA), the fast-growing, farmer-owned dairy co-op and maker of premium, multi-category, nationally distributed Tillamook® dairy products, is introducing a new brand platform and campaign. “Extraordinary Dairy” encourages dairy lovers not to settle for mediocre dairy, challenges the status quo of the category and elevates the brand’s reputation of delivering products that are better than they have to be. 

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Discussion Questions:

  1. Who is TCCA? What kind of business is it?
  2. What is the difference between a slogan and a tagline?
  3. Which best describes the “Extraordinary Dairy” being used for this campaign?
  4. What is a brand platform?
  5. How might slogans and taglines be important components of a branding strategy?
  6. Who might be the target market for this campaign?
  7. How do you think TCAA determines a target audience for their marketing campaigns?
  8. What message are they trying to communicate to consumers through this campaign?
  9. How might that provide the brand with a point of differentiation from competitors?
  10. Why is that message important to the TCCA brand?
  11. How does emphasizing product quality in a campaign affect consumer perception of the brand? How might it help to build loyalty?
  12. How could the “Extraordinary Dairy” campaign enhance Tillamook’s brand reputation?
  13. What specific goals might Tillamook have for the “Extraordinary Dairy” campaign? Consider how this campaign could influence both sales and brand perception.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.