In advertisement's usually they only have a picture and a short saying but in this one they decided to put a small paragraph saying all this stuff about how milk will help you perform better. Also it is saying milk will help you get a better fit body. But does milk really make you perform better and get a better fit body? This advertisement has basically stayed the same over the years but it still gets peoples attention whenever they see it because they might have a new athlete, actor, or someone else because some of the athletes they used a while ago have retired or wasn't the top athlete or actor anymore so they wanted to see who the new ones were.
Author:
The California Milk Processor Board is a nonprofit marketing funded by California dairy processors, and administered by the California Department of Food and Agriculture. This organization was created in 1993 to counter falling sales of milk. In 1993, they launched their most successful and longest lasting campaign "Got Milk?". Designed initially by Goodby, Silverstein and Partners, the campaign is intended to convince current milk drinkers to consume more milk. They also created another marketing campaign in 2008 named "Whit Gold". This was launched to appeal to teenagers. "White Gold" featured a self conscious rock band with lead singer "White Gold" performing with the "Calcium Twins". Also they produced another advertisement connected to the "Got Milk?" one. The other one was called "Body by Milk," which as you can see in the pictures has the same basic principle as "Got Milk?", but added a little more when it would say "Body by Milk", and then it would have a short little paragraph telling the audience why thy should drink milk.
Audience:
This campaign’s audience was basically for all ages but mainly intended for younger kids from about the age five to around 15 and even above that age. Because that was those were the ages where kids looked up to athletes and wanted to be like them and they would act just like them when they played that sport. It was intended for this age group because parents were having trouble getting this age group to drink milk and the milk sales were down. They thought this campaign would increase milk sales but they were very wrong. Instead of increasing the sales of milk decreased by 40 percent and the sales of dry cereal also decreased. When I was a kid I remember seeing these advertisements everywhere. I had a poster of Albert Pujols with a glass of milk in one hand, a baseball bat in the other, and a milk mustache on his lip. I thought that if I drank milk I would grow up to be just like Albert and play in the MLB and that’s why I always drank milk. I thought this because this was when Albert Pujols just started becoming one of the top players in all of baseball and of course he was on the hometown team.
Text:
In these advertisements the characters are athletes or celebrities that are very well known around the world. The posters or pictures that have an athlete in it are usually taken place in their uniform and at their field, court, weight room, or wherever they play at. The athletes that they choose are usually in their prime and are one of the top players in their particular sport. When the celebrities are in the picture, the picture usually takes place wherever they do their work, which could be a movie set or wherever they did their business. The celebrities they choose are usually one of the top stars at the time which means they have been in the top movie this past year, television show, or has one of the top songs out at the time. The major theme was to get the audience to drink more milk so they can grow up to be just like the athlete or celebrity. The symbols in these advertisements were the glass of milk, the milk mustache, where the picture took place, and what the spokesperson was wearing. Also the "Got Milk?" campaign did it with humor and milk suddenly became cool to drink. It focused on increasing the awareness in losing weight and staying healthy. Not only did the "Got Milk?" slogan get used in the commercials or advertisements but it became a household saying and started to get printed on clothing, baking equipment, and other things. The slogan became one of the most common said phrases at the time.
Conclusion:
When the California Milk Processor Board partnered up Goodby Silverstein and Partners they made a great choice on their advertisement campaign and slogan. Also on the athletes and celebrities because they were in their prime and the best at what they did so the kids would look up to them and want to be just like them.
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