In 1993, the California Milk Processor Board wanted to raise awareness of milk’s benefits and boost its overall appeal. The result was a nationwide campaign that has 90 percent awareness across the United States and has been running successfully ever since its inception.

Many marketing companies are studying this campaign, hoping to find ways to mimic it for future success.
How did they do it?

Two words: GOT MILK?

The clever campaign started with commercials that featured individuals with a mouthful of sticky food, missing an opportunity to say something in an important situation. The simple tag line followed: got milk?

These ads not only relied on humor, but also managed to convey a message that resonated with viewers. In fact, the slogan Got Milk has been parodied frequently, showing that the ad has done more than promote milk sales, but has actually become a part of the cultural lexicon.

The marketing campaign obviously knew it had a gold mine, and wisely decided to build on the initial success of the Got Milk commercials. A long series of posters and billboards was launched next, featuring celebrities sporting milk mustaches.

These simple ads took the campaign to the next level, not only perpetuating the original spirit of the Got Milk campaign but creating a lasting image that is recognized around the world.

This quintessential advertising campaign can be summed up in 3 key lessons.

1. Keep it simple. Consumers see thousands--possibly even millions--of ads over the course of a lifetime. If any one ad is going to resonate, it needs to get straight to the point. The power of the Got Milk campaign lies in its ability to communicate its message with two words and a particularly iconic image.

2. Show, don’t tell. A catchy slogan is important, and the question “Got Milk?” certainly helped this campaign take off, but most people are visual learners. This means that creating a lasting image in the consumer’s head is a critical way to achieve marketing success. The Got Milk campaign achieved this feat through the simple use of a milk mustache, which not only made people think about milk in a positive light, but stuck with consumers long after they first saw the ad.

3. Always continue to innovate. The initial Got Milk commercials were wildly successful, but the campaign didn’t stop there. By developing the subsequent milk mustache posters and billboards, the campaign actually managed to further its success, creating a lasting image that continues to make its point over fifteen years after the first Got Milk ad debuted.

| | | | | |