Abc Case Study Got Milk
Got Milk-Case Study
SUMMARY: -
“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 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 targeted the Hispanic population.
This change in strategy from time to time according to needs of time made this a strategy which was exemplary. A number of ad campaigns were targeted on same lines after its success.
Now the future will present them with new challenges like should CMPB keep on doing what it has been doing or should it focus on newer channels and customers to sustain the success of campaign.
Q1. Analysis of Brand Culture
The California Milk Processor Board (CMPB) launched its legendary “got milk?” advertisement campaign in the year 1993 as a part of its promotional strategy to revitalize the
SUMMARY: -
“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 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 targeted the Hispanic population.
This change in strategy from time to time according to needs of time made this a strategy which was exemplary. A number of ad campaigns were targeted on same lines after its success.
Now the future will present them with new challenges like should CMPB keep on doing what it has been doing or should it focus on newer channels and customers to sustain the success of campaign.
Q1. Analysis of Brand Culture
The California Milk Processor Board (CMPB) launched its legendary “got milk?” advertisement campaign in the year 1993 as a part of its promotional strategy to revitalize the