got advertising that works. quick facts started in november of 1993 milk sales for the previous 15...

Got Got Advertising Advertising that Worksthat Works

Quick FactsQuick Facts

Started in November of 1993Started in November of 1993 Milk Sales for the previous 15 years Milk Sales for the previous 15 years

had been going down; and at an had been going down; and at an increasing rate.increasing rate.

$2 billion annually spent to advertise $2 billion annually spent to advertise beverages (had to do something beverages (had to do something different to stand out)different to stand out)

$23 million budget for milk$23 million budget for milk

Results of CampaignResults of Campaign

Exceeded expectationsExceeded expectations 60% ad recall awareness in 3 60% ad recall awareness in 3

months, 70% in 6 months, 70% in 6 Improved consumption in California Improved consumption in California

from an $18 million decline the from an $18 million decline the previous year to a $13 million previous year to a $13 million increaseincrease

Became part of the pop culture Became part of the pop culture landscapelandscape

Target the right customersTarget the right customers

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

Thoroughly study your target Thoroughly study your target market to find fresh insightsmarket to find fresh insights

Used video cameras to determine Used video cameras to determine how people responded when there how people responded when there was no milk in the refrigeratorwas no milk in the refrigerator

Had people go without milk for a Had people go without milk for a week and then come back with their week and then come back with their tales of woetales of woe

Unearth a deeply competitive Unearth a deeply competitive strategy and stay with itstrategy and stay with it

Hard to find Hard to find competitively competitively unique unique differentiationsdifferentiations

Milk with foodMilk with food Milk deprivationMilk deprivation

Entertain… but SellEntertain… but Sell

Treat the consumer with respectTreat the consumer with respect

Got milk is an Got milk is an inherently inherently humble idea?humble idea?

Adopt a memorable and inspiring Adopt a memorable and inspiring brand slogan and signaturebrand slogan and signature

Integrate, integrate, integrateIntegrate, integrate, integrate

Don’t try to make it aloneDon’t try to make it alone

Keep campaigns … but keep them Keep campaigns … but keep them freshfresh

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

Global ads aim for one brand, Global ads aim for one brand, imageimage

Technology has made the world Technology has made the world smallersmaller

““need to standardize to a greater need to standardize to a greater degree, because consumers will degree, because consumers will notice differences in different notice differences in different markets”markets”