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Got Milk? The story of how boring and nasty milk gained States
Campaign «Got Milk?», Launched at the initiative of the California Association of milk producers 14 years ago, has long ceased to be just advertising messages that encourage people to drink milk. «Got Milk?» - It's part of pop culture, a model of successful public appeals to creatives worldwide.
It all began in 1993 when participants California Milk Processor Board are tired of tiny twenties sales result of their hard work. They are invited for the post of executive director SMRV Jeff Manning and asked to influence on milk consumption in California. Image of the tedious product imposed by the mothers of many generations, had to be changed. The problem was, quite frankly, not easy:
Jeff Manning: & quot; What we can say about milk? It is white and is sold in gallon bottles. B> People feel that they are aware of all the milk that is to know about it, so it was quite difficult to find a solid strategic platform «.
A month after his appointment, Mr. Manning signed with Goodby, Silverstein & Partners and commissioned them to create an ad campaign for milk: "We are not going to change the situation prevailing in nearly two decades, in one year, but We believe that at least some percentage of the population may change its attitude to milk ».
The situation was so critical that the producers of the CMPB agreed an unprecedented step: create a marketing fund and allocate it to 3 cents on every gallon of milk produced. So Goodby, Silverstein & Partners received immodest budget to $ 23 million per year , equal to about the national budgets of the largest car manufacturers, brewers, financial and pharmaceutical brands. To check the effectiveness of the new fund, Jeff Manning and ad agency producers agreed to once every three years. Carte Blanche! But carte blanche with such responsibility - no one wanted to tens and hundreds of dairy farms and plants for a couple of years down the tube. We had to create something that will change people's minds and encourage them to drink milk.
We conducted the study: 94% of the respondents confidently said that the milk is very useful, 90% - that it contains calcium, the same - that calcium prevents osteoporosis. In fact, everyone knew everything you need, but the milk is still not drinking. Children and young people in general believed that the milk - this is the most boring and nasty drink from all , which exist. Convince children - that was the most difficult but also the most necessary.
And Manning made a decision: to hell with the usefulness! Fight carbonated beverages consumed in the United States, especially in the hot California in large numbers were godforsaken thing. This means you can not offer a similar value. But it is possible to base a strategy to promote both brands of soda and a variety of other, more uspeshynh - "create their own symbolism, comprehensible to every customer." All hope was on the team Goodby, Silverstein & Partners.
Despite the fact that sales of milk continued to fall, 70% of respondents in the preliminary study stated that they drink milk often. Manning and Goodby, mindful of the fact that to keep the old customer is easier and cheaper than getting a new thought that will be engaged in for the start of these 70%, and try to persuade them to drink milk more often. Manning suggested that people who drink milk, most of all, drink it, "accompaniment" to the liver, muffins and sandwiches with peanut butter. And why not actually try to demonstrate this link in a new advertising campaign?
On some assumptions will not get far - agency team conducted a study in which Manning's brilliant hypothesis was confirmed. And what's more, people said that they feel uncomfortable and unpleasant, they feel unfairly left out when the biscuits in the mouth, and milk, it turns out, no.
«We want people to feel the pain» , says Jeff Manning.
That strategy is ready! Even harder to tie in the minds of consumers and milk sweets, constantly reminding them of what disappointment awaits them if the refrigerator suddenly would milk. In terms of copywriting whole strategy fit into two quite brilliant in its dramatic vozdeytsviyu words and a question mark - «got milk?» B>, «have milk?»
The very first roll of the campaign was the spot «Aaron Burr»
According to a survey of the US population, this spot, won Best in Show at the Clio in 1994, is among the ten most favorite movies 90s. And in 2002 it launched SMRV to broadcast again, losing to the persistent requests of the audience, so it is highly rated.
Manning and Goodby gasped when they realized that things went the way they planned. And even better: people began to say that drinking milk becomes fashionable habit. For the first time in 10 years the sale of milk not only have fallen down, but even increased. A slogan has left the people - instead of words «milk» began to substitute anything, but nevertheless bearing in mind it is the "parent" campaign.
The strategy of "deprivation of milk" the most wonderful way exploited for many years, affecting including such a complex for communication group as teenagers.
Teenagers, by the way, after years of commercials about "deprivation of milk" come and videos about the usefulness of the product, but made in the language of bezavtoritetnyh blockheads. In general, the genius of "deprivation of milk" of the Association over the years has enabled safely steer the conversation with the audience again on the usefulness of milk.
An interesting finding in the framework of the strategy of "deprivation of milk" can be called Co-branding , which for the first time in this context thought as Jeff Manning: Why not combine advertising milk brand advertising "suitable to milk meal", to Example Pillsbury. This video is also interesting to us "their" reading the life of a Russian family.
In 1997, the agency began to think about the development of the campaign in a slightly different way. No, by the rollers and the audience's attitude to them was all right, they still enjoyed wide popularity. But looking creatives concerned that videos, even the new ones, were recognized during the first seconds - I wanted to do something new and exciting, but it does not go beyond such a successful communication while the consumer is not getting tired of the familiar jokes. < br />
The team offered enough hooligan idea: what if "deprivation of milk" is not an unpleasant surprise and sorrowful permanent position. They came up with «city without milk» - Drysville (or Suhvill). A series of spots, then got shortlisted at the Cannes festival, consisting of 4 rollers, very tragic way tells us about the bleak life without milk.
And in 1998 it launched a separate print campaign is still ongoing. It it is not about deprivation and suffering, and about the benefits, prestige and other benefits of the product. As part of the strategy of "Milk Mustache" Association of Milk Producers continues to convince his audience that, firstly, the milk drink all the polls, including the stars of cinema, music and television, and even fictional characters, and secondly, the milk drink is stylish and fashionable . For 9 years prints Milk Moustache «lit up" at the world 150 Stars
SMRV year ago, it has long deserved fame advertising innovators, first use outdoor advertising with the smell
At the beginning of the season, following the current advertising trends, Goodby, Silverstein & Partners launched an interactive campaign «Get The Glass» - «Obtain a glass»
- We came up with this metaphor - the head of California Milk Processor Board, Steve James - to get people to imagine for a moment that the milk actually become inaccessible. To awaken in them a wild desire to drink it. High-quality graphics, exciting plot and a lot of funny parts ensured the popularity of the game Get The Glass, and all this together led the agency and the client to the gold Cyber Lion at Cannes this year.
A series of videos created in the format of the series, the site promoted on TV. And these commercials SMRV mixes both their strategy: "deprivation of milk" and the utility of milk for the body.
We should also mention quite delightful campaigns by CMPB for Hispanics that in California alone is about a quarter of the population.
Jeff Manning: "We knew that the Spanish family more American. What they love milk more if only because more likely to eat at home than anywhere else. We believe that all our strategy can be quite easy to recompile their mentality. " Adaptation ideas took over the agency Grupo Gallegos, to create an analogue Got Milk? - Toma Leche? B>
Here, too, it was not without a local revolution. The first video of the campaign, which was released in 2001, was the first to roll in Spanish, English-language television in the protranslirovannom. The success was obvious, so the campaign is updated annually. Here are examples of campaigns past two years:
via www.gettheglass.com/
It all began in 1993 when participants California Milk Processor Board are tired of tiny twenties sales result of their hard work. They are invited for the post of executive director SMRV Jeff Manning and asked to influence on milk consumption in California. Image of the tedious product imposed by the mothers of many generations, had to be changed. The problem was, quite frankly, not easy:
Jeff Manning: & quot; What we can say about milk? It is white and is sold in gallon bottles. B> People feel that they are aware of all the milk that is to know about it, so it was quite difficult to find a solid strategic platform «.
A month after his appointment, Mr. Manning signed with Goodby, Silverstein & Partners and commissioned them to create an ad campaign for milk: "We are not going to change the situation prevailing in nearly two decades, in one year, but We believe that at least some percentage of the population may change its attitude to milk ».
The situation was so critical that the producers of the CMPB agreed an unprecedented step: create a marketing fund and allocate it to 3 cents on every gallon of milk produced. So Goodby, Silverstein & Partners received immodest budget to $ 23 million per year , equal to about the national budgets of the largest car manufacturers, brewers, financial and pharmaceutical brands. To check the effectiveness of the new fund, Jeff Manning and ad agency producers agreed to once every three years. Carte Blanche! But carte blanche with such responsibility - no one wanted to tens and hundreds of dairy farms and plants for a couple of years down the tube. We had to create something that will change people's minds and encourage them to drink milk.
We conducted the study: 94% of the respondents confidently said that the milk is very useful, 90% - that it contains calcium, the same - that calcium prevents osteoporosis. In fact, everyone knew everything you need, but the milk is still not drinking. Children and young people in general believed that the milk - this is the most boring and nasty drink from all , which exist. Convince children - that was the most difficult but also the most necessary.
And Manning made a decision: to hell with the usefulness! Fight carbonated beverages consumed in the United States, especially in the hot California in large numbers were godforsaken thing. This means you can not offer a similar value. But it is possible to base a strategy to promote both brands of soda and a variety of other, more uspeshynh - "create their own symbolism, comprehensible to every customer." All hope was on the team Goodby, Silverstein & Partners.
Despite the fact that sales of milk continued to fall, 70% of respondents in the preliminary study stated that they drink milk often. Manning and Goodby, mindful of the fact that to keep the old customer is easier and cheaper than getting a new thought that will be engaged in for the start of these 70%, and try to persuade them to drink milk more often. Manning suggested that people who drink milk, most of all, drink it, "accompaniment" to the liver, muffins and sandwiches with peanut butter. And why not actually try to demonstrate this link in a new advertising campaign?
On some assumptions will not get far - agency team conducted a study in which Manning's brilliant hypothesis was confirmed. And what's more, people said that they feel uncomfortable and unpleasant, they feel unfairly left out when the biscuits in the mouth, and milk, it turns out, no.
«We want people to feel the pain» , says Jeff Manning.
That strategy is ready! Even harder to tie in the minds of consumers and milk sweets, constantly reminding them of what disappointment awaits them if the refrigerator suddenly would milk. In terms of copywriting whole strategy fit into two quite brilliant in its dramatic vozdeytsviyu words and a question mark - «got milk?» B>, «have milk?»
The very first roll of the campaign was the spot «Aaron Burr»
According to a survey of the US population, this spot, won Best in Show at the Clio in 1994, is among the ten most favorite movies 90s. And in 2002 it launched SMRV to broadcast again, losing to the persistent requests of the audience, so it is highly rated.
Manning and Goodby gasped when they realized that things went the way they planned. And even better: people began to say that drinking milk becomes fashionable habit. For the first time in 10 years the sale of milk not only have fallen down, but even increased. A slogan has left the people - instead of words «milk» began to substitute anything, but nevertheless bearing in mind it is the "parent" campaign.
The strategy of "deprivation of milk" the most wonderful way exploited for many years, affecting including such a complex for communication group as teenagers.
Teenagers, by the way, after years of commercials about "deprivation of milk" come and videos about the usefulness of the product, but made in the language of bezavtoritetnyh blockheads. In general, the genius of "deprivation of milk" of the Association over the years has enabled safely steer the conversation with the audience again on the usefulness of milk.
An interesting finding in the framework of the strategy of "deprivation of milk" can be called Co-branding , which for the first time in this context thought as Jeff Manning: Why not combine advertising milk brand advertising "suitable to milk meal", to Example Pillsbury. This video is also interesting to us "their" reading the life of a Russian family.
In 1997, the agency began to think about the development of the campaign in a slightly different way. No, by the rollers and the audience's attitude to them was all right, they still enjoyed wide popularity. But looking creatives concerned that videos, even the new ones, were recognized during the first seconds - I wanted to do something new and exciting, but it does not go beyond such a successful communication while the consumer is not getting tired of the familiar jokes. < br />
The team offered enough hooligan idea: what if "deprivation of milk" is not an unpleasant surprise and sorrowful permanent position. They came up with «city without milk» - Drysville (or Suhvill). A series of spots, then got shortlisted at the Cannes festival, consisting of 4 rollers, very tragic way tells us about the bleak life without milk.
And in 1998 it launched a separate print campaign is still ongoing. It it is not about deprivation and suffering, and about the benefits, prestige and other benefits of the product. As part of the strategy of "Milk Mustache" Association of Milk Producers continues to convince his audience that, firstly, the milk drink all the polls, including the stars of cinema, music and television, and even fictional characters, and secondly, the milk drink is stylish and fashionable . For 9 years prints Milk Moustache «lit up" at the world 150 Stars
SMRV year ago, it has long deserved fame advertising innovators, first use outdoor advertising with the smell
At the beginning of the season, following the current advertising trends, Goodby, Silverstein & Partners launched an interactive campaign «Get The Glass» - «Obtain a glass»
- We came up with this metaphor - the head of California Milk Processor Board, Steve James - to get people to imagine for a moment that the milk actually become inaccessible. To awaken in them a wild desire to drink it. High-quality graphics, exciting plot and a lot of funny parts ensured the popularity of the game Get The Glass, and all this together led the agency and the client to the gold Cyber Lion at Cannes this year.
A series of videos created in the format of the series, the site promoted on TV. And these commercials SMRV mixes both their strategy: "deprivation of milk" and the utility of milk for the body.
We should also mention quite delightful campaigns by CMPB for Hispanics that in California alone is about a quarter of the population.
Jeff Manning: "We knew that the Spanish family more American. What they love milk more if only because more likely to eat at home than anywhere else. We believe that all our strategy can be quite easy to recompile their mentality. " Adaptation ideas took over the agency Grupo Gallegos, to create an analogue Got Milk? - Toma Leche? B>
Here, too, it was not without a local revolution. The first video of the campaign, which was released in 2001, was the first to roll in Spanish, English-language television in the protranslirovannom. The success was obvious, so the campaign is updated annually. Here are examples of campaigns past two years:
via www.gettheglass.com/
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