Got Milk was campaign started during 1980s in California to stop the decline of Milk consumption in the state. The campaign was designed by CMPB head Jeff Manning and Silverstein Ad agency. The fund for the campaign came from Farmers and Processors. The campaign was runaway hit and was replicated all over U.S. and Europe. The campaign lead to increase in the sales of Milk.

1. Stakeholders:
Meti Pradeep
Manju Varkey
Indrajeet Chitte
Pranav Shah
Himanshu Gosain

3. Birth of Got Milk campaign
• Campaign borne of necessity
• Steady decline in consumption of milk
• Campaign based on Milk deprivation

4. The Diary Industry and CMPB
Dairy
Industry
Farmers Processors Retailers
• Processors came together to establish California Milk Processor
Board
• Appointed Jeff Manning as Director and raised $23 million budget
• Sponsor a legislation to contribute $0.03 per gallon sold in state

5. Marketing Brands Commodities
Too many
Decision makers
Small Budgets
Slow budget
Process
Push versus Pull

6. Marketing Brands Commodities
Demand Side
Changing a category
versus Changing
market Share
Influenced by other
industries

7. California Milk Environment
• Accelerated decline in consumption of milk sales
from 1990-1993
• CMPB’s goal: increase sales and consumption of
milk in California
• In 1992, out of 31.3 million people only 21 million
were current or potential milk drinkers (67%)
• If consumption increased by even one glass per
week, profits would increase over $100 million
per year

8. Previous Milk Promotion Campaigns
• Effective in communicating the health benefits of
Milk
• Traditionally communicated a three tiered
message
Adults: Milk is good and should be a regular part of diet
Teens: Milk makes your beautiful and strong
Kids: Milk is cool and fun

9. Previous Milk Promotion Campaigns
• In early 1990s there were two dominant
campaigns.
• ‘The Milk does body good’ campaign
• ‘The Good fast food’ campaign
• Both ran nationally

10. United Dairy Industry Association
• Study revealed several critical factors in decline of
consumption
Proliferation of other beverages
• Lack of portability
Lack of flavour variety
• Not quenching thirst
Lack of consumer Mind Share
Shared Nature of consumption•

11. Relationship of Milk with Food
• Research included a host of transcripts from
consumer’s experiences with milk
– Oreos/ cakes with big glass of milk
– With cereals
– Sandwiches and milk
• These responses highlighted the close knit
relationship between milk and other food
• Nutritional requirements were not as important
in beverages
• Thus health benefits only moderately motivated
consumers to drink milk

12. • Manning along with agency Goodby, Silverstein &
Partners decided the best option was to embark
on a new, innovative advertising campaign
“The dairy industry has taken itself to seriously.
Eating is a form of entertainment...the most
popular form of entertainment in California, the
USA and the world. Get people smiling at your
advertising and they will look, listen and we
believe , consume more milk”
CMPB Branding Strategy

13. • Campaign Objectives
Change Consumer
Behaviour
Increase Mind
Share
Halt Sales Decline
CMPB Branding Strategy

14. • Based on the research, agency decided to
reach out to consumers using ‘Deprivation
Strategy’
• Each ad paired one of milk’s perfect
compliment:
Cookies, peanut butter sandwiches, cereal
‘Got milk?’ Creative Development

15. • Creative twist was to deprive the main
character of milk, resulting in delicious food
without milk – deprivation strategy
• Thus in each ad, the snack or meal is ruined
because of absence of milk
‘Got milk?’ Creative Development

16. Media Strategy
• TV ads gradually built the tension that was so critical in the
deprivation strategy
• The ‘got milk?’ tagline urged the consumer to run to the
refrigerator and make sure the answer was ‘yes’
• Ran joint promotions with major
brands such as Oreos and Wheaties
• Billboard ad used to extensively
reinforce TV ads
MEDIA STRATEGY

17. Priming purchases at POS
Billboards
Bus Stop Ads
Got milk check out drivers
POP Displayers
Got Milk stickers on bananas, etc
Integrated Communication Strategy

18. SYNCHRONIZATION OF TV ADS & CONSUMPTION
TIMINGS:
3 IDEAL TIMES TO COMMUNICATE:
MEDIA STRATEGY
On the
way to the
store
In the
store
At
home
LATE
AFTERNOON
BREAKFAST LATE
EVENING

19. X`
• 60% aided recall level in only 3 months
• 70% awareness in only 6 months
• Surpassed previous campaigns within a year
• Exceeded initial sales expectations
• Daily consumers of milk jumped from 72% to 78%
a year later
• Sales jumped by 6.8%
• California milk processors witnessed sales volume
increase of 1.07% or $13million
SUCCESS OF THE CAMPAIGN

20. • National and International

21. • Licensed to Dairy Management Inc.
• MilkPep also obtained licensing
rights along with DMI.
• UK’s milk development council also
approached CMPB for licensing ‘got milk?’ and
ran the campaigns in England, Wales, Scotland

22. Products and Partnerships
• Partnerships
– Girls Scouts
– General Mills
– Nestle
• Products
– T-shirts
– Baby bottles
– Mugs
– Barbie doll
PARTNERSHIPS AND PRODUCTS

23. ‘Got Milk Reconsidered’
• Drysville campaign
“Drysville’s advertising was more on people’s heads
than their mouths and stomachs. People felt the
deprivation intellectually. Deprivation was only
happening to ‘them’, people of Drysville, not to
me[the consumer]”
‘Got Milk? Reconsidered’

24. Growth Slows
• Though both the campaigns fuelled 1% growth in
national milk sales in 1997 they did not enjoy
similar success the following year
• National sales dropped 0.4%.
• Milk prices increased 10-15 %
• The decade ahead was of mixed results. It
increased in 1999 and drpped again in 2001 to
the same level as 1993.
• 2002 and 2003 experienced a 10 year high but
unexpectedly dropped by 1 % in 2004
GROWTH SLOWS

25. New Direction
• Went back to the focus on health and
developed two advertisement with the agency
highlighting the health benefits
• Grass-root campaigns- ‘Gravity tour’
• Promoted health benefits for bones
NEW DIRECTION

26. Hispanic Consumers
Large
Population
Heavy drinkers
of milk
Deprivation was
not funny for
them
Sacred
Ingredient:
Family,Love,Milk
HISPANIC CONSUMERS

27. Hispanic Consumers
• Ad campaigns like La Liorona and Licuadas
which were solely directed to them gained
favour to milk sales from Hispanic Californians
• Campaigns were very successful
• Risk of alienating current consumers base was
low as they had already succeeded in creating
strong brand image and mind share
HISPANIC CONSUMERS

28. Expanding Distribution
• Vending machines
• Tie-ups with schools and fast food restaurants
• Improved portable packing and variety of milk
flavours
• McDonald tie up with CMPB
EXPANDING DISTRIBUTION

29. Future
• The campaign resonated with consumers in
California
• Increased sales and launched licensed
merchandise and ‘Got Milk?’ knockoffs.
• Imitation best form of flattery - ‘got wine?’,
‘got books?’, ‘got stickers?’
FUTURE

30. Last Slide, Isn’t it ?
• YOU GOT TO SEE THIS !