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All the rage: a new product brings variety and personality to the milk category.

Article Excerpt
Is it possible for a product to have a personality?

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It's possible when that product is Raging Cow, a new milk beverage from Dr Pepper/Seven-Up Inc. (DPSU), Plano, Texas.

Directed toward young adults ages 18 to 24, Raging Cow is more than just a beverage. The product was released to market with a story line about the namesake "Raging Cow" that had rebelled against her boring life on the farm and was running rampant through the nation. Results of the cow's rampage were five varieties of milk drinks, and a cow character that roared through sampling events on college campuses releasing a "primal moo"--reported to be akin to a primal scream.

"The personality of the cow is the crux of the brand. The cow is tired of boring milk in the same old milk flavors, and the cow is raging--trying to bring excitement and new flavors to milk," says Matt Smith, brand manager for Raging Cow. "That fits into the theme of this product, which is breaking away from the traditional, bringing new concepts to a staid category."

Raging Cow products are the result of innovation on multiple fronts. Most apparent to the consumer is the marketing program that accompanied the product to market--including the edgy Raging Cow character and Internet blogs that set new precedents for word-of-mouth marketing. In addition to this public personality, behind the scenes innovation included a new production process that yields the shelf-stable beverage and...

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