MILK

Where’s your Mustache?

The Milk Story

• 1624- Cows reach Plymouth Colony• 1834- Anglo American inventor Jacob Perkins obtains a British patent for the

first refrigerator unit• 1856- Gail Borden received first patent on condensed milk from the United

States and England• 1890- Test for fat content of milk and cream perfected by Dr. S.M. Babcock• 1908- First compulsory pasteurization law (Chicago) applying to all milk

except that from tuberculin-tested cows• 1919- Homogenized milk premieres successfully on East Coast• 1932- Method of increasing Vitamin D in milk made practical - First plastic-coated paper milk cartons introduced commercially• 1942- Home milk delivery begins (initially as a war conservation measure)• 1948- Ultra-high temperature pasteurization is introduced• 1964- Plastic milk container introduced commercially

The Milk Story- Continued

• 1973- Only 10% of Americans receive home delivery. (By 1995, fewer than 1% of American homes are visited by the milkman)

• 1974- Nutrition labeling of fluid milk products begin

• 1980- American Dairy Association launches national introduction of the REAL Seal dairy symbol

• 1985- Program picturing lost children on milk cartons begins January 1.

Within a month, more than 400 dairies nationwide are participating

• 1988- Lower-fat dairy products gain widespread acceptance. Low-fat plus

fat free skim milk sales exceed whole milk sales for the first time

• 1994- Nutrition Labeling and Education Act requires mandatory nutrition

labeling

- National Fluid Milk Processor Promotion Board launches “Milk,

What a Surprise!” campaign. The latest trend-everyone’s wearing a

milk mustache

The End of the Milk Story…

• 1995- Milk consumption among Americans rises for the first time

25 years

• 1996- In its second year, the National Fluid Milk Processor

Promotion Board re-launches its national, education

initiation with a new tagline, “Milk. Where’s your Mustache?” New celebrities and programs are

introduced

targeting men, college-age students and teens.

Who is being Influenced?The Target Audience

• Initially - target women

• As of 1996, the target audience expanded, in addition to women, to focus on:

• Males

• college-age students

• Teens

got milk?got Campaign Goals?

• Remove the ‘baby stigma’ • Portray milk as hip, trendy, young, modern and

popular• Increase milk consumption among Americans• Give milk a new identity• To attract attention, stimulate desire and produce a

desired action• To emphasize the health benefits of milk to

encourage consumption

The Nature of the Message &The Channels Used

Nature of the Messages:• The celebrity (with a mustache, interesting facts about their personality and the benefits of milk)

+ silliness of the mustache (consistent in every ad) + the seriousness of the athlete, actor or actress = a lasting image of a cool, hip person that enjoys milk (and you can be just as cool and hip if you drink it too)

- Cinderella syndrome: you drink this product, you will be transformed to possess the positive qualities of the celebrities portrayed in the ads

Channels Used:• Print Ads: Popular Magazines - non-gender specific magazines (People,

Newsweek, Time) Specific selection of magazines based on the celebrity and which

target audience can best relate to this person (Ex. Elle McPherson- People; Donna Shalala- Newsweek; John Elway-

Sports Illustrated, Nestle Bunny (Choc. Milk) – Teen)• Television Commercials: appeals to a large audience using humor to keep attention aired on network and cable stations; some ads made more appealing to specific audiences (Trix Rabbit- pre-teens, teens)

Reinforcing attitudes andChanging Attitudes

U= You, C=Celebrity, M=Action of/Choice to drink milk

• Reinforce attitudes: You like the celebrity, You like to drink milk, the celebrity likes to drink milk

Balanced structure

• Change attitudes: You like the celebrity, the Celebrity likes to drink milk, You aren’t a milk drinker

Unbalanced structureThus, more likely to see milkin a new light because of your liking toward the celebrity and may instill new beliefs about milk, may be tempted todrink it- or at least try it

M

M M

C

CC

U

UU

+

+

++

+

+

+

+

--

Let’s Get Specific

Pikachu and milk power!"Milk Power. Want to grow?

Drinking milk help your bones grow so you can evolve to the next level.“

Appeals to Persuade:

• Milk provides strength and power to Pikachu and will do the same for you.

• Color scheme: white background and bold yellow.

Targets:

• Youngsters

• Fun loving adults

Cal Ripken, Jr. "With all the milk I drink, my name might as well be

Calcium Ripken, Jr. Really, I'm a huge milk fan. Besides being loaded with calcium, there‘s nothing like it when it's ice cold. Which is why I drink the recommended 3 glasses a day. And as you'd probably guess, I'm not one to miss a day."

APPEALS to PERSUADE:

·Informs: Loaded with calcium

·Three recommended glasses a day

Solve the Problem:Calcium in milk keeps body healthy for daily activity

·Cal looks like he just layed a tough game, and is “reloading” with a pint of milk

Target:

·Baseball fans, Young kids, Women?

Marketed:

·Sports Illustrated, Sports Illustrated for Kids

Bill Clinton and Bob Dole

• Appeals to Persuade: This ad appeals to a person’s patriotic ideals, encouraging them to help their country. The advertisement also builds support for the product based on the familiar faces of the two politicians.

• Target: voting-age adults

• Market: in Fall 1996 issues of Times and Newsweek

“Vote. Strengthen America’s Backbone.”

Neve Campbell"Guilty or not? Do you cross out the waist

size on your jeans? Listen, it's totally pathetic but how can we not? Everyone talks about losing weight. My advice? 1% low fat milk. 3 glasses a day. It has all the calcium you need and less fat. Now there's a fashion statement."

APPEALS to PERSUADE:

• Fear: of being overweight, thus if you drink milk you’ll be skinny

• Solve a problem: drinking milk will help you lose weight

• Camera angle is straightforward, and at eye level: making this a personal appeal. Neve appears to be your friend giving you advice

TARGET: young women, teens and college students

MARKETED: in popular female magazines: Teen, Seventeen, Cosmopolitan, People, Glamour

Milk Commercial: #1

A young man is paying for some things in a convenience store.

One of the things he bought is a box of Trix. The clerk says "Trix are for kids!"

When the man got home, he "unzips" his skin to reveal that he is actually...the Trix Rabbit, the mascot!

But when he got out a milk carton, there wasn't any milk left.

His plans have been bungled again

Milk Commercial: #2

The second good commercial. A man is walking across the

street not paying attention to his surroundings and gets hit by a truck.

He then goes to heaven where he is completely surrounded by things in white.

You see beautiful angels dressed in white. A cat meows at him. The furniture is white (you get the general idea...)

He notices a huge plate of cookies on the table and goes to eat one. He says mmmmm good. Then he goes to the refrigerator filled with milk.

He begins pulling out carton after carton realizing that they're all empty he says "Wait a minute, where am I?" Then you see the slogan "Got Milk?" surrounded by flames.

Milk Commercial: #3

A man sits down in his study to eat a peanut butter sandwich while he listens to the radio.

As he's eating, the announcer on the radio says "For $10,000, who shot Alexander Hamilton in that famous duel?" Suddenly, the man

looks very surprised and we take a quick look around his study and see that it's dedicated to the duel in question.

Just as suddenly, the phone rings and the man answers. With his mouth full of sandwich, he tries to answer the question.

Unfortunately, the announcer cannot understand his answer of "Aaron Burr". He tries to pour a glass of milk only to discover the carton's empty. The announcer hangs up and the man stares at the receiver sadly and mumbles "Aaron Burr". The screen goes dark except for the words

"Got milk?"

Evaluating the Campaign:Was it Successful?

Was there an increase in milk consumption?YES: in 1995, for the first time in 25 years, milk consumption

I increased, rather than decrease (PEOPLE WERE PERSUADED)

Was the campaign popular?

YES: -According to Ad Track in May 2001, the got milk?

campaign ranked 2nd, only behind the Budweiser frogs

- Ad Track survey states 50% of adults, 70% teens know

the slogan- consumers can relate to this campaign

(PEOPLE RECOGNIZE IT, LIKE IT, KNOW IT)

Influencing other Ad Campaigns?YES: the Lactaid campaign is piggybacking the popularity,

familiarity,

association and success of the milk campaign (see ads)

CRITIQUES

• These ads have become so common that they no longer catch our attention or stand out

• Newer ads are moving away from the consistency found in the campaign (without a celebrity or even a person) causing dislike and cognitive dissonance toward the ads because they aren’t what we’ve come to expect

Now are you persuaded?