In the fast paced world of today, advertisers have to keep up with the times. One of the best ways they do this is through the “Got Milk” advertisements. Milk is a part of everyday life. The "Got Milk" campaign is seen in all types of magazines from sports to beauty, featuring many different kinds of celebrities selling their product. By putting familiar faces on magazine advertisements and using interesting television commercials, the company sell their products. It also gets people to drink more milk and it is a very effective campaign. They are trying to reinforce that the calcium in milk keeps bones strong and helps prevent osteoporosis but is that the way everyone views the ads and commercial advertisements? The first Got Milk advertisement ran on October 29, 1993, and featured an extreme history buff receiving a call to answer a radio station's $10,000 trivia question, "Who shot Alexander Hamilton in that famous duel?" The man's apartment is shown to be a sort of museum to the duel, packed with artefacts. He answers the question correctly, but because his mouth is full of peanut butter and he has no milk to wash it down, the radio station couldn’t make out his answer and he ran out of time. For most, this commercial would have been just funny and comical but others weren’t so amused. Some history buffs said this was a disgrace to the Alexander Hamilton and said that it was mocking him. This just goes to show we all see things differently. Irony is the secret weapon to get the point across for this advertisement. There is a green eyed blonde with a low cut "little black dress" caressing her flawless body with her arm around a martini glass filled with milk. She is seductively leaning against a glass covered wooden bar with a luring gleam in her eyes. Her and the milk are the main focus of this advertisement. In the background is faded liquor and wine bottles. While looking at her you cannot take your eyes off of...
This advertisement was found in the October issue of Cosmopolitan. "GotMilk" advertisements are seen in all types of magazines from sports to beauty, featuring many different kinds of celebrities selling their product. The product being sold in "GotMilk" advertisements is, of course, milk. They are trying to reinforce that the calcium in milk keeps bones strong and helps prevent osteoporosis. In this advertisement for milk irony is it's secret weapon to get the point across. There is a green eyed blonde with a low cut "little black dress" caressing her flawless body with her arm around a martini glass filled with milk. She is seductively leaning against a glass covered wooden bar with a luring gleam in her eyes. Her and the milk are the main focus of this advertisement. In the background is faded liquor and wine bottles. While looking at her you cannot take your eyes off of her milk mustache and the milk martini glass that got to touch her full pink lips. The irony of this advertisement is that out of all the handsome tall liquor bottles, she chose the thin lean martini with milk in it. The difference between her night black dress and the pure white milk contrasts like night and day. Good and bad shows their faces at the...
1. You are the California Mike Processor Board (CMPB) and your advertising agency was the originator of the successful “gotmilk?” campaign. Now all milk producers, including your competition are using the same advertising. How might you establish points of difference from your competitors selling milk?
* Spread a new kind of portable packaged dairy beverage. It’s mainly made frommilk but with fresh taste, which is distinguished from the pure milk. Also, it has many flavors, like peanut, almond, cashew nut, coffee, blueberry, banana, apple and other fruits. Expand “Gotmilk?” meaning, added it with “GotMilk Today?” and “Just Drinking Milk for Fun”.
* Switching consumers’ traditional concepts that “I should” to “I want”. The new message aims to remind customers the possibility of “drinking milk when you just want a drink” instead of regarding milk only as “a necessity with cereal”, ”an accompaniment with cookies and sandwiches” or “an ingredient in coffee, milkshakes and soup”.
* Launching a new campaign to persuade consumers that the new milk beverage can be drunk not only in the breakfast, but also in any occasions people want to have a drink. Also, this kind of new dairy drink is suitable for any age, not...
Rough Draft Essay #1
11 September 2012
Swift Pick in the Milk?
Taylor Swift! Taylor Swift! Mom, look its Taylor Swift! I want a glass of milk like the one she has! Imagine hearing that as a teenager or preteen girl is flipping through a magazine. The milk industry has definitely evolved their marketing techniques over the last few years. In the 50’s, 60’s, and even in the 70’s, all you would see in amilk ad were secluded country farms with rolling green hills and tons of cows. Marketing and advertising of milk has greatly changed a lot over the years. The “GotMilk?” ad campaign uses various celebrities, cartoon characters, and superheroes all with big white mustaches to convince the masses to drink more milk. Each ad uses different methods, benefits, and features to reach out to a specific audience. The Swift pick ad caught my eye mainly because I can relate to teenage girls, and I love country music. This celebrity ad stood out to me in several ways. Swift pick shows Taylor Swift sporting a big white milk mustache to attract the attention of a teenage audience. The use of freedom of choice and good decision making in the text makes teenagers feel more in control of their own decision to drink milk versus unhealthy sugary beverages heavily advertised to teens. The ad could also have a...
...Business AdministrationBrand Management |
gotmilk?branding a commodity |
Written Case Analysis |
Name of group Members:ALIRAZAUMAIR AHMEDMUHAMMAD FASIEHMOHSIN ALI HASANSAJJAD AHMED |
The case deals with milk losing its appeal among the school children and the increasing preference to soft drinks in the US during the late 1980’s and early 1990’s. California people were drinking less milk every year. Milk consumption per capita in California had dropped 6 percent between 1987 and 1992. Realizing that the dairy industry is declining and needed outside assistance, the California Department of Food and Agriculture formed the California Milk Processor Board (CMPB) in 1993. A few months later the CMPB released it’s famous ‘‘GotMilk?’’ campaign.
For this purpose they hired Jeff Manning as executive director and raised a reasonable budget for promotion. The ad agency Goodby, Silverstein and Partners (GS&P) created ‘‘GotMilk?’’ with the CMPB’s $23 million annual budget. Previous campaigns had been intended at people who did not consume milk, but the agency’s research led it to target a sundry audience: people who were already milk drinkers. The consumers of California responded the campaign quickly, embracing the ads and also started consuming more...
“GOTMILK” – necessity is the mother of invention
This campaign; one of the most popular campaign of 1990s was borne out of one such necessity which changed the world of advertising with its innovative approach. It established how a brand can be resurrected with a creative branding strategy.
In order to revive the declining sales of milk this campaign was started for CaliforniaMilk Processor Board and was carried out by Goodby, Silverstein and partners. The powerful ad campaign was started in 1993. It superbly understood the minds of consumers and characteristically identified and targeted them. Recognising that taste and health are the two benefits which people looked for it started the campaign accordingly. They applied the deprivation strategy by partnering with the other food products whose consumption cannot be imagined by the American population without milk. This worked quite well and milk consumption increased.
They targeted the consumers with a 360 degree approach and advertisements in prints and Media complemented each other. Earlier the taste and milk as a accompany to the other food products was used as a promotion point. But later recognising that parents and women also give a lot of importance to the health benefits simultaneous campaign highlighting these benefits was also aired. Later they also...
...“GotMilk?” A Violation of Free Speech
Our history shows that the United States Supreme Court mandated that the First Amendment would not allow the government to force speech on individuals and that it would not prevent individuals from speaking. Even though this amendment appears to be very forthright, there have been numerous free speech issues that violate free speech and are proven to be unconstitutional. A free speech issue that is currently being discussed today has to do with the promotion of milk. The “GotMilk” campaign has been running for almost twenty years and dairy farmers have been required to pay for these advertisements whether they support the advertisements or not. This issue has been enflamed after a “GotMilk” advertisement ran in the 2013 Super Bowl. In the realm of advertising, the Super Bowl ranks as one of the most expensive promotional airing times on television. With over 163 million viewers, a thirty-second advertisement at the Super Bowl would cost around $3.8 million. Unfortunately all dairy farmers are forced to pay for the expenses of these advertisements. The question is; is the government violating freedom of speech by forcing speech through these milk campaigns?
These milk advertisements are intended to promote the health benefits that milk provides to consumers. The 2013 Super Bowl...
...GotMilk? Well, Austin Powers, Tracy McGrady, Serena Williams, Britney Spears, and even Elvis all do. But, do they know what they are selling in this GotMilk? Advertisements? The GotMilk? campaign was based on a milk deprivation strategy that reminded consumers how inconvenient it was to be without milk. The advertisement
made milk a very popular drink because of its attractiveness not because of the nutrients and health issues. It has been believed by many that milk is needed to have a strong and healthy body, when actually milk can be extremely harmful and the nutrients needed for a good body can be found in many other sources.
Statistics show that milk consumption is on the rise in the United States since the GotMilk? campaign was launched. In 1993, 58.1 billion pounds of milk was consumed. It had risen to 59.5 billion pounds by 2002, an increase of 1.4 billion pounds (ERS, Animal Products Branch). Another factor causing the milk industry to grow is dairy farmers. They risk the collapse of their industry if the population does not consume enough milk. So, of course, the farmers are pushing us to drink not just one glass, but two and three glasses of milk a day. Their main priority is to make money by getting us to...
...IS DRINKING MILK HEALTHY FOR HUMANS?
GotMilk? “Milk is a white fluid secreted by the mammary glands of female mammals for the nourishment of their young, consisting of minute globules of fat suspended in a solution of casein, albumin, milk sugar, and inorganic salts” (milk). Humans have been consuming milk for thousands of years. As humans we usually consume milk beyond childhood getting it from our animal counterpart’s goats, sheep, and cattle, and using it as a food product. Nine out of ten of the milk consumed in the United States comes from cattle. There has been numerous debates on rather drinking milk is healthy for humans.
Milk is present in numerous of humans all time favorite foods such as ice cream, yogurt, cheese, and butter, these products are known as dairy products. Milk comes in many different forms. For example: organic, conventional, homogenized, flavored, and non-dairy milk. Contrary to what many may think, there is no known difference between organic and raw milk. "Homogenization is a process that gives milk its rich, white color and smooth texture. Milk that has not been homogenized contains a layer of cream that rises to the top of a glass”.(Wokenfuss). Flavored milk is any milk with artificial...