Got Advertising that Works

Quick Facts  Started in November of 1993  Milk Sales for the previous 15 years had been going down; and at an increasing rate.  $2 billion annually spent to advertise beverages (had to do something different to stand out)  $23 million budget for milk

Results of Campaign  Exceeded expectations  60% ad recall awareness in 3 months, 70% in 6  Improved consumption in California from an $18 million decline the previous year to a $13 million increase  Became part of the pop culture landscape

Target the right customers  When brand sales decline the first inclination is to try and attract new customers. A better strategy would be to retain and grow loyal customers.

Thoroughly study your target market to find fresh insights  Used video cameras to determine how people responded when there was no milk in the refrigerator  Had people go without milk for a week and then come back with their tales of woe

Unearth a deeply competitive strategy and stay with it  Hard to find competitively unique differentiations  Milk with food  Milk deprivation

Entertain… but Sell

Treat the consumer with respect  Got milk is an inherently humble idea?

Adopt a memorable and inspiring brand slogan and signature

Integrate, integrate, integrate

Don’t try to make it alone

Keep campaigns … but keep them fresh

Treat agencies as partners and keep the focus on great work great workgreat work

Global ads aim for one brand, image  Technology has made the world smaller  “need to standardize to a greater degree, because consumers will notice differences in different markets”