Milk Life: Shaking Up the Milk Brand
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at the recent retirement of the ad campaign “got milk?” in favor of the new “Milk Life.”
For the past 20 years, the American dairy industry has promoted “got milk?” in its effort to keep milk top of mind as a mainstream beverage. Unfortunately, as popular and well-known as the slogan is, milk sales have declined.
In an attempt to reinvigorate falling sales, American milk companies have launched a new $50 million dollar campaign called “Milk Life.” They are attempting to reposition milk as an energy and protein drink, rather than a beverage that is sexy and good for you.
It will be interesting to see if this dramatic shift to the campaign enhances consumer perception of milk and drives more buying behavior. Only time will tell.
I cite this example for you to consider the effectiveness of your own advertising campaigns. It’s important to give a promotion the necessary time to work its way into the minds of your targeted customers. This does not happen overnight. Monitor your efforts to see if you are generating both recognition and recall for your brand.
If the sales needle is moving in a positive direction, stick with the campaign. If, after a concerted effort, sales are still slow or declining then you might considered developing a new campaign like the milk industry. Remember they gave it 20 years before shifting gears.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.
© 2014 Once a Day Marketing™. All rights reserved.
Filed in: 7Ps of Marketing • Promotion • Strategy
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