The 'Got Real Milk?' Advertisement is Playfully Scathing
Courtney Scharf — May 22, 2012 — Lifestyle
In an approach to combat the increasing popularity of cow's milk, 'Got Real Milk?,' an argument for the tried and true formula, has been released.
Playfully set in the scene of a game show, the advert suggests that the ingredients in soy/almond/alternative milks are negative. It's extremely smart for suppliers of cow's milk to start from a health angle, because that's exactly the kind of flak they're facing for their own product. The campaign not only comes from a health angle, but also seems to play up the nostalgia associated with cow's milk. People have been drinking it forever, and many grew up with it. Tying in the history and strong emotional connection with their product is a brilliant way to clear out new-school alternatives.
Offbeat, informative and understandable, the Got Real Milk? advert is a calculated approach to beating out competition. Though many are set in their ways in terms of milk and milk alternatives, this is a well-publicized way to generate a pro-milk message.
Playfully set in the scene of a game show, the advert suggests that the ingredients in soy/almond/alternative milks are negative. It's extremely smart for suppliers of cow's milk to start from a health angle, because that's exactly the kind of flak they're facing for their own product. The campaign not only comes from a health angle, but also seems to play up the nostalgia associated with cow's milk. People have been drinking it forever, and many grew up with it. Tying in the history and strong emotional connection with their product is a brilliant way to clear out new-school alternatives.
Offbeat, informative and understandable, the Got Real Milk? advert is a calculated approach to beating out competition. Though many are set in their ways in terms of milk and milk alternatives, this is a well-publicized way to generate a pro-milk message.
Trend Themes
1. Health-focused Milk Campaigns - Opportunity for suppliers of traditional cow's milk to promote its health benefits and combat the popularity of alternative milks.
2. Nostalgia-driven Marketing - Capitalizing on the emotional connection and history associated with cow's milk to appeal to consumers and differentiate from new-school alternatives.
3. Informative and Entertaining Advertisements - Creating calculated and well-publicized campaigns that educate consumers about the benefits of cow's milk and generate a pro-milk message.
Industry Implications
1. Dairy Industry - Opportunity for dairy suppliers to promote cow's milk as a healthy choice and combat the rise of alternative milk products.
2. Beverage Industry - Incorporating nostalgia-driven marketing techniques to differentiate traditional cow's milk from alternative beverages and attract consumers.
3. Advertising and Marketing Industry - Opportunity to create informative and entertaining advertisements that effectively communicate the benefits of cow's milk and generate a positive perception.
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