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?

About Dr. Donald Baack

Co-author of textbook.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s