Group 1Dilara Atalay

Nick JainJoann Mester

Manali PandyaBrittany Ramirez

• Milk Deprivation- when it's not available

• Effective because consumers can relate:- Reflects how people consume milk- Competitive towards coke, snapple, ect.- No milk aggravates consumers of all ages- Humorous, including celebrity endorsements

• Extreme emphasis on commercials, celebrity print ads, social media, billboards. (Visuals)

• General target audience, anyone who drinks milk, parents, teens, elderly, children

• We would continue with the strategy• When you have a mature product, you need to

get consumers to think of it in a new way• Positioning is extremely important. If a

consumer connects with the product, its secured a place in their mindhttp://www.youtube.com/watch?v=SB7ZWtgq4uM

Supporting Facts

• After 3 months, increased aided recall to 60% • After 6 months, awareness gained 70%• Resulted in “Got Milk” product line such as t-shirts and

mugs• In 1994, California’s milk sales increased from 740 million

gallons sold to 755• The Aaron Burr ad won the Best In Show Award in 1994• Celebrities wanted to endorse the campaign because of its

success. I.e. Salma Hayek, Hayden Panettiere, Taylor Swift

Cont.

• Nearcult following• Household penetration had increased from 70

percent in 1993 to 74 percent in 1995• In 1999, a national survey revealed awareness for

“Got Milk” was 12 times greater than the slogan for Pepsi

• Awards obtained:– Multiple Clio awards, – Several EFFIEs– Gold ADDY awards– A Silver Lion at the Cannes International Advertising Festival– A David Ogilvy Research Award

Sources

• http://marketing-case-studies.blogspot.com/2008/04/got-milk-campaign.html

• http://www.asaecenter.org/Resources/ANowDetail.cfm?ItemNumber=18644

• http://www.milkdelivers.org/got-milk-campaign/

• http://www.aef.com/on_campus/classroom/case_histories/3000

Miller Lite vs. Anheuser Busch• Year: 2005

• Miller Brewing Co. started the fight with TV spots showing a referee penalizing drinkers of Anheuser-Busch Cos.' Budweiser and Bud Light.

• Calling their choice "unbeermanlike" conduct, the ref replaces the beer with Miller Lite or Miller Genuine Draft.

• http://www.youtube.com/watch?v=43kH09saevo

Anheuser Busch• Anheuser-Busch then fired back with commercials suggesting Miller's

referees were actually stealing the Bud Light for themselves, in some cases looking to run from police with their ill-gotten brews.

• Lack of sportsmanship between the two top beer companies

• Miller Lite made unsubstantiated claims about rivals products– “Upon further review, the call still stands. Miller

still has more taste and half the carbs of Bud Light”

• Bud Lights ads include unlawful acts

Ineffective

As a result…

• CBS, ABC and NBC pulled three Miller ads after Anheuser-Busch complained that nine Miller ads that aired were unsubstantiated and misleading.

• After complaints to federal regulators and the Beer Institute trade group, consumer watchdog Center for Science in the Public Interest argued that the Anheuser-Busch commercials of beer stealing refs bolting from police depict lawlessness.

Old Spice: The Man Your Man Could Smell Like

• http://www.youtube.com/watch?v=owGykVbfgUE

• Effective• Humorous and unique

– People respond to humor– Reminded people of a forgotten brand

• Campaign was so popular that they turned it into a storyline

• Used well known icons - Fabio – http://www.youtube.com/watch?v=H73O8zaHmAo

• Social media– Response videos to tweets by audience, celebrities,

other brands– http://www.youtube.com/watch?v=0Cs95FmimP0

Target audience- Campaign - female viewers- Product - male

Made sure that people would remember the brand.

• Ineffective:– Terrible commercial– Sony added fake comments

on their own YouTube video and other sites that linked back to them.• “here’s the deal::: i (charlie)

have a psp. my friend jeremy does not. but he wants one this year for xmas.”

• “so we started clowning with sum not-so-subtle hints to j’s parents that a psp would be teh perfect gift. we created this site to spread the luv to those like j who want a psp!”

• Target Audience: – 15 to 23 year old males who

spend their free time online• Discontinue strategy– Sony made attempt to

“apologize”• “As many of you have figured

out (maybe our speech was a little too funky fresh???), Peter isn’t a real hip-hop maven and this site was actually developed by Sony”

http://www.youtube.com/watch?v=tX_3GEvF8RQ

• Effective:– Easy to relate to– Still uses Dennis

Haysbert’s voice at the end of the Mayhem commercials

– Repositions Allstate as not just selling insurance, but also protection

– “You get what you pay for”

– Funny and entertaining

• Available as commercials and print ads

• Appeals to large number of audiences – Mid 20s to Late 40s

• Continue Strategy– Allows for

experimenting– Different scenarios

appeal to different consumers

– Long life

http://www.youtube.com/watch?v=hsTPDBlLGVQ

• “Just say No” was an advertising Prevalent during the 1980’s and early 1990’s.

• It was a part of the US “War on Drugs”

• The campaign was designed to discourage children from engaging in illegal recreational drug use by offering numerous ways of saying no.

• The Slogan “Just Say No” was created by first lady Nancy Reagan during Mr. Reagan’s presidency.

ANTI-DRUG CAMPAIGN

• The phrase “Just Say No” emerged when Nancy Reagan was visiting Longfellow Elementary School in Oakland, California in 1982. There she was asked by a Schoolgirl what to do if she was offered drugs.

• The Campaign emerged from a substance abuse prevention program supported by the National Institutes of Health.

http://www.youtube.com/watch?v=ZIcnBccjgMw

• The Office of National Drug Control Policy managed to spend nearly 1 BILLION dollars on the campaign.

• $10 million on commercials that suggested if you use drugs you support terrorism.

• A 5 year evaluation of the campaign showed absolutely nothing• No evidence that drug use was being curbed in the slightest result of

the commercials and advertising.• Making it worse for the anti-drug campaign was some emerging studies

that showed children were more inclined to be curious about trying illegal drugs after seeing anti-drugs adds than if they had seen no adds at all.

• Researchers from Oxford University and American colleagues found that smokers showed more interest in cigarettes after being shown a series of images which contained "no smoking" signs in the background.

Questions??

Back-Ups• Failed campaign Facts• http://www.businesspundit.com/9-poorly-conceived-marketing-campaigns/• Oxford Study• http://www.telegraph.co.uk/health/healthnews/9675460/Just-say-no-campaigns-c

ould-have-opposite-effect.html