ComCaseCompetition'16: Rebranding Milk

ComCaseCompetition’16: Rebranding Milk

• How to communicate to be relevant and credible in the debate about the goodness of milk? –Can Arla engage in the debate in a credible way?
• What drives the anti-milk trend?
• What can Arla do to address the issues driving the trend?
• Hear 6 possible solutions from the finalists in ComCaseCompetition’16 – the talents of tomorrow

More people are buying into the idea to reject milk as part of a healthy diet. Some non-dairy milk producers are successful in playing on a trend towards more vegan food and milk based on soy, oat etc. Based on an ideology of being sustainable and choosing food that is better for the environment there is a trend  of an anti-dairy movement. Some are talking about a “Post Milk Generation”! Why is it trendier to add soy milk to your café latte than milk from cows? Science will support both dairy and anti-dairy so how can we engage – how can we talk about the benefit of dairy as a trustworthy part in this debate.

6 teams of communication students from around the world compete to come up with the best solutions at this year’s ComCaseCompetition. The case represents a real-life communication challenge presented by Arla Foods. The students have 24 hours to provide the solutions. All six teams will present their solutions to a jury of communications experts at the finale.

Free public event 28th of January 2015 at Copenhagen Business School from 3PM – 6PM, Solbjerg Plads 3, Frederiksberg, Room SP201

Program

15:00            Welcome
                    Jesper Lange, Kristina Kobbelgaard Sørensen, and Simone Tofte Jensen, UngKom

15.15            Presentations of solutions from 6 finalists

16:45            Robyn Remke Head of Jury              

17:00            Voting by the jury

17.30            The winner is announced

17:45            Final words

Jury

ROBYN REMKE – Associate Professor, Ph.D. Lancaster University (Head of Jury)

LINE AARSLAD – Vice President of Corporate Communications and Public Affairs, Egmont

DENNIS KAYSEN – Director of Corporate Communication, Coloplast

KENTH KÆRHØG - Senior Vice President, ISS World Services A/S

CASPER VAHLGREN – Chairman, UngKom

DENNIS SCHOENEBORN - Professor Copenhagen Business School

MATTHIAS BODE - Associate Professor, University of Southern Denmark

KARL-HEINZ POGNER - Associate Professor, Copenhagen Business School