How do you market a hand-me-down product to a new generation?
Carnation Evaporated Milk has been a pantry staple for generations as the secret to moister baking and richer, creamier cooking. The new generation of home cooks finds recipes online, in addition to old family recipes. The new recipes may not call for Carnation Evaporated Milk, but they could possibly benefit from it.
Word of mouth has been Carnation’s greatest marketing asset for generations. Easter and Christmas sales were proof of that. But it had become apparent that the key to increasing sales during the non-baking season was to tap into this younger adult market, which is learning to cook for their families in the new millennium.
Through the voice of a busy, witty, straight-shooting, wise-beyond-her-years Mom, Carnation offered a guide full of useful tips for keeping up with holiday guests—with, of course, some contemporary everyday recipes that feature Carnation Evaporated Milk.
