A generation ago, “Got Milk” ads were deemed highly successful on a number of fronts. Currently a new wave using the old theme has launched.
The original ads were based on “deprivation research” in which subjects were asked to go without milk for one week and report what happened. This led to campaigns focusing on how milk fits into daily living. Watch the CNN story and see how the thinking has changed.
Resources:
CNN Story
First Got Milk Commercial
1. What is the target market for the new Got Milk ads?
2. How is the new Got Milk campaign different from the original?
3. If you were in charge of creating a new campaign for milk, choose a target market and a method for reaching that market. Would you use the Got Milk format or some other? Which media would you choose?
Clow/Baack 