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

Free public event and finals for ComCaseCompetition 28th of January
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
Mattias Bode - Associate Professor, University of Southern Denmark
Karl-Heinz Pogner - Associate Professor, Copenhagen Business School

Read more about ComCaseCompetition'16 here and here
Read more about the topic here