Tom Dougherty, CEO – Stealing Share
9 July 2018
Got Milk? gets a new spin
You’ve seen them everywhere. Ad campaigns or storefronts with some play on the famous Got Milk campaign. Got Tacos? Got Shoes? Whatever it is.
Some believe it’s some miracle phrase that captures everyone’s attention, providing the elixir to a business’s ills.
Well, first. The 25-year-old campaign only worked because of the milk mustache, which milk drinkers are all too familiar with. It was funny, with nostalgia sprinkled in because the usually famous people were adults (such as Danica Patrick) looking like children.
So any time you see a spinoff off it, just think. They completely miss the point and are just lazy. Trying to create preference without doing the hard work of what would make their brand truly resonate.
Now, the California Milk Processor Board (CMPB) (and, yes, it funded the original campaign) readies to roll out a new campaign that gives a new spin to the “Got Milk?” angle.
“It’s a smart strategy, and the transfer from ‘Got Milk?’ to an emotional intensity is more than most do.”
Got Milk now positions against the kids
The new campaign titles itself “You Can Always Count on Milk,” focusing on the children themselves as they remain the largest consumers of milk. The new spin is that milk is still a reliable drink. Some campaigns say, “If Old Faithful wasn’t already taken, it would’ve been the perfect name for milk.”
The new approach comes as milk consumption has dropped, which hurt several industries such as breakfast cereals. Adults have learned there are healthier options.
But kids? They don’t care about healthier options. They want instant satisfaction. So the CMPB is hoping kids pull through more sales. It’s a smart strategy, and the transfer from “Got Milk?” to an emotional intensity is more than most do.
In fact, the next time you see someone use a variation of “Got Milk,” remember that they don’t understand emotional intensities. The only way to create preference is to align your brand (and messages) with the highest emotional intensity in the market. Do you think “Got Tacos?” hits that?
ESPN+ Tom Dougherty, CEO - Stealing Share 23 January 2019 UFC sets the future of ESPN+ UFC fans are ushering in the future of streaming television, and ESPN+ is reaping the rewards. The streaming app collected more than a half million new subscribers after...
Great British Bake Off Tom Dougherty, CEO - Stealing Share 22 January 2019 Turn off Hell’s Kitchen, tune into The Great British Bake Off For years, my wife and I dawdled with lackluster cooking shows. Gordon Ramsey, whose brand now reeks of cliche, leads a litany...
Chevy ads Tom Dougherty, CEO - Stealing Share 21 January 2019 Toyota calls BS on Chevy ads Ha ha ha. It’s about time someone (other than me) called bullshit on the Chevy ads that are insipid at worst, outright deceiving at best.You know the series of ads. The...