Download 2009Got_Milk PDF

Title2009Got_Milk
TagsBrand Food & Wine Food And Drink Milk
File Size872.4 KB
Total Pages26
Table of Contents
                            Generic Advertisinggot milk?
Generic Advertising
The perception of milk
The formation of got milk? campaign
The Got Milk Advertising
History Continued…
History- 21 Century
The use of a dual strategy
Old Ads vs. New Ads
Impacts of the got milk? campaign
Impacts of the got milk? campaign
Impacts of the got milk? campaign
Impacts of the got milk? campaign
Impacts
Are milk advertisements that claim links between milk and weight loss misleading? (2007 Case Study)
Milk and Weight Loss Case Study Continued…
Other General Advertising Campaigns
The Truth
Above The Influence
Objectives Overview
Comparing Strategies
                        
Document Text Contents
Page 1

Generic AdvertisingGeneric Advertising
got milk?got milk?

Daphne NgDaphne Ng
Mike RayMike Ray

XiaoXiao--yang Yangyang Yang
Daniel Daniel YanYan

Page 2

Generic Advertising Generic Advertising

•• generic advertisinggeneric advertising
An approach to preparing advertising messages An approach to preparing advertising messages
that concentrates on the customer benefits that that concentrates on the customer benefits that
apply to all brands in a product category, as apply to all brands in a product category, as
opposed to benefits that are unique to specific opposed to benefits that are unique to specific
brands. brands.

•• All advertising is designed to increase the demand All advertising is designed to increase the demand
for a firms product whether facts are used or for a firms product whether facts are used or
merely smoke and mirrors. merely smoke and mirrors. ------ Carlton & PerloffCarlton & Perloff

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Old Ads vs. New AdsOld Ads vs. New Ads

•• Jeff Manning, Executive Director of CMPB, wanted to Jeff Manning, Executive Director of CMPB, wanted to
abandon the nutrition theme of old ads.abandon the nutrition theme of old ads.

•• Old ads: post WWII, U.S. government, schools, and doctors Old ads: post WWII, U.S. government, schools, and doctors
promoted milk as a nutritious drink, necessary component of promoted milk as a nutritious drink, necessary component of
a healthy diet. a healthy diet.

--Image associated with domesticity.Image associated with domesticity.

•• NEW strategy: the deprivation strategy to remind milk drinks NEW strategy: the deprivation strategy to remind milk drinks
of the anxiety and disappointment that came when milk of the anxiety and disappointment that came when milk
wasnwasn’’t available at crucial moments.t available at crucial moments.

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Impacts of the got milk? campaignImpacts of the got milk? campaign

•• The The ““Got Milk?Got Milk?”” campaign did it with humor and suddenly it became cool to campaign did it with humor and suddenly it became cool to
drink milk. drink milk.
-- FFocused on increasing awareness of milkocused on increasing awareness of milk’’s use in losing weight and s use in losing weight and
staying healthy.staying healthy.

•• Not only that, the campaign became immensely popular with consumNot only that, the campaign became immensely popular with consumers and ers and
““Got Milk?Got Milk?”” became a phrase used in common conversation.became a phrase used in common conversation.

•• Items with the Items with the ““got milk?got milk?”” logo printed on them became popular: kitchen logo printed on them became popular: kitchen
items (baby bids, aprons, and dish towels)items (baby bids, aprons, and dish towels)

•• Outdoor ads along highOutdoor ads along high--traffic commuter routes, television spots, billboards, traffic commuter routes, television spots, billboards,
bus stops, decals on grocery store floors, etc.bus stops, decals on grocery store floors, etc.

•• In 1998 the slogan In 1998 the slogan ““Got Milk?Got Milk?”” campaign expanded to include the faces, but campaign expanded to include the faces, but
not the names, of celebrities. not the names, of celebrities.
By adding the celebrity cachet, awareness of drinking milk has iBy adding the celebrity cachet, awareness of drinking milk has increased ncreased
90%. Today the slogan is an international icon and the phrase ha90%. Today the slogan is an international icon and the phrase has been s been
parodied more than any other ad slogan.parodied more than any other ad slogan.

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Comparing StrategiesComparing Strategies

•• Each campaign uses a unique slogan: Each campaign uses a unique slogan: ““Got Milk?Got Milk?”” ““Above Above
the Influencethe Influence”” ““Infect TruthInfect Truth””

•• Got Milk uses distinct situations where you would need to Got Milk uses distinct situations where you would need to
drink milk. e.g. when you need to talk with mouthful of PB.drink milk. e.g. when you need to talk with mouthful of PB.

•• Above the Influence shows the downside of being under the Above the Influence shows the downside of being under the
influence. e.g. the influence. e.g. the ““WhateverWhatever”” commercial of showing a teen commercial of showing a teen
living life for his druggedliving life for his drugged--out friends.out friends.

•• The Truth creatively presents facts relating to tobacco The Truth creatively presents facts relating to tobacco
contents and how the tobacco industry target its users. e.g. contents and how the tobacco industry target its users. e.g.
““In 1989, one tobacco company brainstormed selling its In 1989, one tobacco company brainstormed selling its
product from ice cream trucks.product from ice cream trucks.””

•• Targeted audience: Got Milk? targets a more general Targeted audience: Got Milk? targets a more general
audience, while the Above the Influence and The Truth audience, while the Above the Influence and The Truth
target audiences of younger agetarget audiences of younger age

Page 26

Thank you !Thank you !

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