Got Milk-Case Study
“GOT MILK” – 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 California Milk 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
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The new campaign urged consumers to change their behavior as it moved away from early campaigns like never mentioning of how milk could benefit the healthy diet and never actually showing milk in the ads. They actually tried to convey the message that food is incomplete without milk. 2. The television ads displayed the deprivation strategy which had a direct impact on the minds of the consumers. The ads were humorous and well received by the focus groups. It created a positive image of milk as a necessity in the mind of consumer. 3. The communication program used various promotion tools like point-of-purchase displays, ‘got-milk’ logos on cereal boxes, coupons, billboards which showcased the food-milk relationship. 4. The program identified three ideal times to communicate the milk message to reach the consumers. The primary focus being television and targeting consumers when they drank most. 5. The annual budget on the marketing campaign was doubled which provided enough muscle to compete with other beverages in the history. 6. The impact of the program was beyond the expectation as milk consumption in California increased whereas nationally the consumption declined over same period. It actually halted the decline in the sales. 7. The campaign was successful enough to be acclaimed at the national level and was launched along with the ongoing ‘milk mustache’ campaign. 8. The amount of awareness it generated wasn’t equivalent to the increase