The "Got Milk?" campaign ran successfully for over 15 years which is quite long for an advertising campaign. Some ways they could keep it fresh include: - Update the visuals and celebrities featured to stay current - Expand the messages to highlight new health benefits or product innovations - Leverage new marketing channels like digital/social media - Run the campaign intermittently instead of continuously so it remains novel - Conduct research to understand how consumer perceptions may be evolving Other campaigns that ran effectively for a long time include: - Nike's "Just Do It" launched in 1988 and is still used today. - Wendy's "Where's the beef?" from 1984. - Geico's "15 minutes

1. CASE STUDY PRESENTATION
ON
“ad caMPaigN gOT MiLK???”
PRESENTED BY:
Sumit kumar maurya
Surajeet singh
Vineet singh

2. INTRODUCTION
 “GOT MILK” One of the popular campaign of the 1990s.
 Initiated by California Milk Processor Board. (CPMB).
 Persons and agency involved were Manning the then newly appointed
Executive Director of California Milk Processor Board. (CPMB) and
Goodby, Silverstein & Partners.
 The Dairy industry constituted of the Farmers, Processors and Distributors.
 Marketing brand Vs. Commodities.
 How the campaign made its journey over the period.

3. Beverages
Beverage
Water Flavoured
NonAlcoholic Alcoholic
Milk Juices Wine Distilled Spirits
Hot Beverages Soft Drinks Beer

4. Q.1. What associations do consumers have for milk?
Consumer Associations …
User Imagery Usage Imagery
-Children -Taken at Home
-Adults / Teenagers - Complements other food types
-Baby beverage: outside the home
Product-Related Attributes
-Not thirst quenching
Brand Personality
-Lack of flavour
- Dull & Boring
-Milk is White & Sold in Gallons MILK
Functional Benefits History & Heritage
-Nutritious -Nostalgia
-Calcium Rich -Ritual
Experiential Benefits
Filling Drink Harmful

5. Implications of Associations…
•Diminishing
Behavioral Loyalty
•Less Intense Activity •Social Approval
•Health
Resonance
•Low consideration •Dull & Boring
•Credible
• Personality
•Quality mismatch
Judgments Feelings
• Ritual
•Nutritional drink
• No PODs
•Reliable
Performance Imagery • POP’s
•Style Missing •Moderate depth
•Low breadth
Brand Salience
Salience

6. Q:1. What are the implications of these associations in terms of building
brand equity for and increasing the consumption of milk?
Old Marketing Campaign
 “Milk Does a Body Good” Campaign
 Displayed target group drinking milk
 Emphasis on Nutrients and benefits
 Milk was shown without food
 Generated positive attitudes towards milk
New Marketing Campaign – Building Brand Equity
 Change Consumer Behaviors : Increase Brand Breadth
 Make Consumers think about milk : Refine Brand Image
 Target Market
 Regular / Loyal users of Milk (70%)
 Behavioral Segmentation : When & Where
consumers drink Milk
 Identify fresh insights of the target consumer

7. New Marketing Campaign – Building Brand Equity
 Integrated Communication Strategy
 Priming purchases at PoS
 Billboards  PoP displays
 Bus Stop ads  Got Milk stickers on bananas etc.
 Got Milk checkout dividers
 Media Strategy
 3 ideal times to communicate
 On the way to the store
 In the store
 At home
 Synchronization of TV ads & consumption timings
 Breakfast, late afternoon, late evening

8. Q:2. Evaluate the CMPB marketing program now and early 90s? What do
you see as its strength & weaknesses ? What changes would you make?
Evaluation - Got Milk Campaign
• 6% increase in no of milk consumers. – Changing consumer behavior
• 1.07% increase in Sales Volume – Sales Increase
• Ads - 60% Aided Recall within 3 months – Making Consumers Think about
Milk
• Licensing of Got Milk? – National Dairy
• Advertisement of the Year | Effie Award – 1995

9. Strengths & Weakness
• Collaborative Marketing
– Marketing with complementary foods
• Right Target Customers
• Partnership with ad agency
• Extremely creative campaign
• Integrative Marketing
– Television
– Billboards
• Memorable and inspiring brand slogan and signature
– Got Milk? – Iconic Status
• Non Milk drinkers were not targeted (Weakness)

10. Q.3. Evaluate their Hispanic marketing initiatives. Does the CMPB risk alienating
its current consumer base?
• An inhabitant of one of the countries of Hispanic America (or Spanish America)
• A person of Hispanic ancestry who is citizen, resident or other in the United States.
• The Ad Campaigns like La Liorona and Licuados, which were solely directed to the
Hispanic demographic in California gained favor to milk sales from the Hispanic-
Californians
• Large Hispanic population
• Heavy milk drinkers
• Deprivation concept was not funny for them
• Sacred ingredient: family, love & milk
• Campaign was very successful
• Risk of alienating current consumer base is low (2 different cultures; 2
different languages)

11. No CMPB does not risk alienating its current consumer base as
they had already succeeded in creating a strong brand image
and mind share with its current consumer base.

12. Q.4. There are several areas of growth that lay ahead of the CMPB—
health, cheese, Hispanic, and new channels of distribution. Given the
trends, what should they do and how should they do it?
They need to focus on their future by concentrating on these new directions, like
the Hispanic demographic and their cheese consumption for instance
Health: trend that should be pursued
Cheese: an opportunity among Hispanics
New channels: sources of growth

13. • Target on Hispanic Population to increase the consumption of Milk.•
• To encourage more dairies to invest in upgrading their plants for the production
of flavored milk products packaged in plastic containers.
• Launch more number of milk products for every category like flavored for teens,
demand for the Soy & other variants like organic products would also grow.
• Improved portable packaging and variety of milk flavors naturally led to the
expansion of milk into vending machines.
• Concentrate on the high schools where the sales of the carbonated drinks have
been banned, flavored milk can very well replace that.
• Tie with the fast food joints like McDonalds, Burger King would be good
strategy to adopt

14. 5. How long can the CMPB keep running the “got milk?” campaign? What
can they do to keep the message and strategy fresh in the consumer’s minds?
Are there other examples of other successful campaigns that ran this long?
• Problems relate to the weaknesses described above
• Difficult to increase consumption for reasons described above
• Possible Remedies:
 Expand flavors (Greater variety; Milk becomes less a
commodity, more a beverage)
 Expand usage occasions (Portability leads to greater usage)
 Push strategy (Milk is highly profitable in retail)
 Expand through other channels (Half of meal occasions
outside home)
