GOT MILK ?

Stakeholders:

Meti PradeepManju VarkeyIndrajeet ChittePranav ShahHimanshu Gosain

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

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

Marketing Brands Commodities

Too many Decision makers

Small Budgets

Slow budget Process

Push versus Pull

Marketing Brands Commodities

Demand Side

Changing a category versus Changing

market Share

Influenced by other industries

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

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

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

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•

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

• 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

• Campaign Objectives

Change Consumer Behaviour

Increase Mind Share

Halt Sales Decline

CMPB Branding Strategy

• 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

• 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

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

Priming purchases at POS BillboardsBus Stop AdsGot milk check out driversPOP DisplayersGot Milk stickers on bananas, etc

Integrated Communication Strategy

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 AFTERNOO

NBREAKFAST LATE

EVENING

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

• National and International

• 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

Products and Partnerships

• Partnerships– Girls Scouts– General Mills– Nestle

• Products– T-shirts– Baby bottles– Mugs– Barbie doll

PARTNERSHIPS AND PRODUCTS

‘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’

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

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

Hispanic Consumers

Large Population Heavy drinkers of milk

Deprivation was not funny for

them

Sacred Ingredient:

Family,Love,Milk

HISPANIC CONSUMERS

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

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

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

Last Slide, Isn’t it ?

• YOU GOT TO SEE THIS !