The year of the cow - dairy products advertising and promotion - includes related articles - Marketing

Dairy Foods, Dec, 1993 by Jeff Reiter

Got Milk?

That's the $23-million question being asked by California milk processors

There are some things that people don't appreciate until they're gone. Like milk.

So goes the thinking of the newly formed California Milk Processor Board (CMPB), which on Oct. 29 launched an unprecedented advertising campaign designed to "jolt people out of milk malaise." The ads represent the most aggressive and strategically unique milk promotion program ever attempted in the Golden State.

CMPB's new "Got Milk?" campaign is truly historic. It's the first generic (non-branded) program paid for by processors and dedicated exclusively to raising fluid milk consumption. Previous generic efforts have been the work of farmer-funded groups such as the National Dairy Board and the California Milk Advisory Board. In addition, spending levels for "Got Milk?" are much higher than for any prior generic campaign. CMPB's total first-year budget is $23 million, placing the organization among the top 10 advertisers in California. The money comes from a 3-cents-per-gallon processor assessment initiated in February and mandated by the state to continue through early 1996.

CMPB believes "Got Milk?" can make history in terms of results, too. Unlike traditional milk campaigns, this one aims for immediate consumer response.

Not an image campaign

"We're really focusing our efforts on near- to mid-term results," explains Jeff Manning, CMPB executive director. "We're not concerned with people's attitudes toward milk--this isn't an image campaign. We're trying to change people's behavior no matter what happens to attitudes."

The "Got Milk?" campaign uses what Manning calls a "deprivation strategy" to position milk as an irreplaceable beverage with certain foods. A series of humorous TV ads show the trouble and frustration that can result when people find there's no milk available to accompany their brownies, cookies, cereal or peanut butter.

"Depriving them of milk makes them realize how important it is in their lives," Manning explains.

Eighty percent of CMPB's media dollars are earmarked for television, with the rest going toward outdoor and shopping cart advertising. The emphasis on TV is consistent with CMPB's sole objective of raising fluid milk consumption in the home, where about 90% of milk drinking currently takes place, according to a recent study by Yankelovich, Clancy and Shulman, a national survey firm.

"The best target is people at home, watching TV, within 30 feet of the refrigerator," says Manning. "We want Californians who already consume milk to consume it more often."

CMPB plans to monitor the frequency of milk consumption among different consumer age groups. To maximize spending productivity, ads will be weighted toward the consumer groups found to be the most responsive to the "Got Milk?" messages; i.e., CMPB will learn which consumers are the best investment, then direct ad monies accordingly. Initially, however, the campaign will reach a broad audience with TV ads aired during five distinct day parts.