By the s, milk was under siege by soft drinks, sports drinks, and Snapple , which cloaked some of its sugary offerings in an all-natural aesthetic. Milk was on the ropes: Continuing to insist it was a healthier option was no longer effective, nor was it enough. When discussing milk consumption, consumers kept returning to the idea that running out was a source of frustration.
When the agency put a hidden camera in their own offices to capture their staff's reaction to running out of milk, they noted it was one of disappointment. And sometimes expletives. That was ground down further, with Goodby and his partners making an open-ended question of a milk-deprived scenario. It features a radio listener eating a sticky peanut butter and jelly sandwich while following along with an on-air trivia contest. The spot, which was directed by future Transformers filmmaker Michael Bay, was an immediate sensation when it premiered in October More than 70 spots followed, many presenting a similar doomsday scenario.
In a Twilight Zone premise, a man arrives in what he believes to be heaven only to find he has an endless supply of cookies but only empty cartons of milk. In another spot, a newly-married woman expresses disappointment in her choice of a spouse. He thinks it's because he bought her a fake diamond; she's upset because he emptied a carton. Time after time, a lack of milk proves uncomfortable at best or life-altering at worst.
But in , the campaign got an additional boost when the Milk Processor Education Program, or MilkPEP, another pro-milk lobbying group, licensed the slogan to use with their own growing milk mustache print ad campaign spearheaded by the Bozell Worldwide ad agency. Celebrities like Harrison Ford, Kermit the Frog, and dozens of others appeared with a strip of milk across their upper lip. Manning also agreed to license the tagline to third parties like Nabisco—which printed it on their Oreos—and Mattel, which issued a milk-mustached Barbie.
Milk also contains retinol , an anti-aging, skin-restoring antioxidant. Watch this video to see if California will let misinformation make them doubt the things they love most. Are picnic vibes ruining the art of table manners or will Californians continue to pack their favorite foods and a glass of milk to enjoy outside? Daily smiles, fun facts and random acts of milkness. Cows are usually milked two to three times a day at regular intervals for about five minutes. Most days, this yields about seven gallons a day per cow.
Milk is stored, continuously chilled, for no more than 48 hours. An insulated truck takes the milk to the dairy where its protein, fat and bacteria content are analyzed. Milk is collected, heated, cooled and, finally, separated into differen t varieties like whole, low fat and skim. Once the milk is transferred into its container, each jug, carton or bottle is stamped with a date to ensure freshness.
Then off it goes to your local store. In as little as two days after leaving the farm, your fresh real milk is on the shelf, awaiting your morning cereal, milk shake or post-workout smoothie. The future of innovation and technology in government for the greater good. Leaders who are shaping the future of business in creative ways. New workplaces, new food sources, new medicine--even an entirely new economic system.
When the respondents showed up, they were a little anxious about being deprived of the household staple. One man relayed his experience of coming downstairs to the kitchen in the morning before work, pouring out his cereal, slicing bananas on top of it, and then remembering his promise of abstinence.
An ethical dilemma arose, the man later admitted to Steel. Would he use milk and simply lie to the rest of focus group? Or would he throw out the cereal? Worse yet, would he eat the cereal without milk? The absence of milk became noticeable, like a tear in a perfect canvas. Steel had a hunch he was onto something seismic. That hunch led to one of the most iconic ad campaigns of all time. The Simpsons in the Got Milk? It was a wellspring of stars of film, TV, sports, and politics—a swap meet of high and low, where Bill Clinton and Bob Dole occupy the same advertising universe as Van Halen and Dennis Rodman, and The Simpsons are as potent a reference as Diane Arbus.
During the two decades that Got Milk? The campaign won multiple top industry awards. It was parodied and copied. At the height of the craze, the slogan was as ubiquitous as the very stuff it was selling. They had a concession of unlikely subjects and had them pose in a way that most people would have deemed a self-parody or ludicrous. And yet, it worked. Twenty-five years later, the success of Got Milk?
Fast Company spoke with key players about how it all came together. The origin of the Got Milk? After Jon Steel relayed the results from the focus group to his partners Jeff Goodby and Rich Silverstein, they held a meeting to plan next steps. Winkler scribbled those words—question mark included—on a piece of foam core that hung on a wall. He needs milk.
These early brainstorming sessions planted the seeds of the Got Milk? Instead of selling the product to consumers, Goodby and his team would sell the lack of a product.
Deprivation marketing was the opposite. This difference made the premise of pitching milk more enticing, because hardly anyone else at the agency was excited about pitching this ancient commodity. Why pitch milk when you could pitch, say, Sega? Goodby, Silverstein, and Steel decided to put their focus-group findings into action right in the office. The employees fumbled around the kitchen in frustration, which provided Goodby, Silverstein, and Steel with concrete evidence to present to the California Milk Processor Board.
But wait.
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