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Why has the Got Milk? campaign been so successful?

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CASE STUDY III Promotion case 1. Why has the "Got Milk?" campaign been so successful? Judging from the results of studies milk has a lack of portability, not enough flavour variety and not thirst-quenching or refreshing contrary to what sodas can bring. Moreover, one of the weak points was the lack of advertising. Admittedly milk is linked with other daily food products such as cereals or cookies, everybody knows that milk is good for health. But people aren't aware enough that they could not live without that product. They are not conscious that they need milk to live daily. The consumption of milk has become more a reflex than something else: people don't think about it until you make notice that it is an essential product, as the test shows it (by depriving them of milk). It was important to make people think about the "milk time". The solution was therefore to make people think about the consequences living without drinking milk. The only solution was to show people in the situation of "milk deprivation" in the ads. The success of this campaign is due to the fact that it reminded people that milk is essential, necessary for their daily lives. This campaign shows the importance of this product in a household, because people consume milk at different time of the day and of the life but they are not conscious of their dependence to the milk. ...read more.


Why or why not? THREATS: 1).It's really important to stop the association "got something" to milk. Indeed, a lot of campaign ironies the "milk campaign" and like that, the milk loses credibility... The main risk is when products become similar : the consumer can be confused and lost. Moreover the fact of seeing lots of campaigns with the same slogan can cause a lack of attention from the consumer. He could logically get fed up with it. The ad and the message didn't have the same impact anymore. 2).there are bad images of a product imitating the slogan "got milk?". For example, the slogan "got porn" can destroy and dicredit the image of the milk. This product touch different generation and that's why it's really important to dissociate the milk and the ironic campaign. 3).the fact that the slogan is employed by a lot of campaigns can be bad because the monotony will nerve the minds of the consumers. Then, the potentials consumers can get bored by all the "parallels advertisings" and that can discredit the milk product. The main risk is when products become similar : the consumer can be confused and lost. Moreover the fact of seeing lots of campaigns with the same slogan can cause a lack of attention from the consumer. ...read more.


The emphasis is laid on the nutritious quality of this product: milk is essential for the physical balance and for mental state. Drinking milk rhymes with a good hygiene of life. Furthermore it shows that people can drink milk away from home. Target Audience: Adults between 18/55 years old, families. Media : a teasing on TV and billboards because these 2 media reach a large audience; Slogan : "Make your choice", " chose your way of life" and to symbolise the nomadic part: " For a milky day, take your milk away", "think daily, think milky". b) Theme : a fashion and plugged drink The idea is to present a new image of the milk. We can give it a fashion and funky image . We can for example illustrate like the pepsi ads with a sort of clip presenting very dynamic and so to speak crazy people with an aggressive music (techno or heavy metal). The images can be those of people doing extreme sports which represent an alternative way of life. Or retire people. The goal is to invert the old-fashioned perception of milk and its habitual message ( health, purity....). We can create a sort of rebel attitude. Therefore, this ad targets young people between 15 and 30 years old. The message is to show milk not only as an good for health product. Media : TV , young and sport magazines . Slogan: "differently milky", "extremely milky" ...read more.

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