Why is got milk funny

Business pivot: They used to kill bugs. Now they fight coronavirus. Television ads feature videos culled from the Internet of people doing funny things with milk, like opening a gallon with their toes or jumping into a kiddie pool filled with milk and cereal.

In one TikTok spot, Olympic gold medalist Katie Ledecky swims the length of a pool with a glass of chocolate milk balanced on her head. There will also be tie-ins with other brands like Hershey, which will offer in-grocery coupons when shoppers buy milk with chocolate syrup.

From January through July 18, U. During the same period last year, milk sales were down 2. Hence, the motivation implicit in the slogan. Before launching an ad campaign, Belch recommends, be sure to have a clearly defined end result in mind, and design the campaign around achieving that one goal.

Who could forget the famous "Who shot Alexander Hamilton? It centered around an Alexander Hamilton afficianado couldn't enunciate the answer to a radio show quiz question because his was mouth full of peanut butter, and he had no milk to cleanse his palette. Perhaps a bit corny today, but in the 90s, it was a hit. The creatives talk about how these ads flipped the script of what advertising at the time was capable of relaying. Instrumental in the success of Got Milk?

Now a marketing strategist and speaker, his current website is, without irony, www. The only thing that works in that bowl of Cheerios is milk.

After the first round of commercials, Manning pushed to get the Milk Processing Board to license the slogan to food brands like Oreo and Cheerios free of charge.

We did. Nabisco eventually marketed a Got Milk? Oreo, where Got Milk? Think about that. Mattel manufacturing millions of Barbies. This is a category. This is milk. This is what makes bones strong, this is what is good for kids. Naomi Campbell , Research on kids at the time showed that they viewed milk as a ubiquitous, boring staple. The milk mustache campaign was designed to make milk more interesting and to emphasize its wholesomeness. It was the same strategy that had existed for decades before deprivation marketing came along.

Now it had fresh faces and a nationally recognized catchphrase. Former Bozell creatives Sal Taibi and Bernie Hogya, who worked on the campaign and later published two books on it , were instrumental in wrangling the celebrities who appeared in the ads.

Annie Leibovitz photographed more than of the ads. Back then, when magazine ad spending peaked at 9. At a time when print magazines were very big, she thought that if she were to make the photos really special, they would be everywhere.

She made me look 10 times better than I did before, because what she did was completely block out my waist, my love handles. She made me look like a Greek god.

There was no shortage of celebrities willing to participate in the campaign, but there was one small catch: All subjects had to be milk drinkers. But, more importantly, it would serve as a vehicle to promote products with the got milk slogan. So he introduced a line of kitchen products that get the message within feet of the refrigerator. Goodby produced ads to promote these items.

Subsequently, the CMPB sold a number of kitchen items, such as baby bibs, aprons, and dish towels. Likewise, Manning sought to time his media buys to when people were most likely in a milk deprivation situation. He had televised Aaron Burr during the dinner hours, and was increasingly buying late-night television time.

People ate midnight snacks, he reasoned, which were often milk-friendly brownies or cookies or even milk-dependent cereal. However, while he appreciated the utility of reminding consumers to drink milk when they were likely to be eating milk-friendly foods, Manning was exasperated that his product could be tied to foods whose sales may have been in decline.

He became abundantly aware that it was possible to lose business if people consumed less of the other products. Consumers were just choosing a granola bar over Cheerios. We wanted to change their behavior, to make them think about buying milk before they ran out of it. Like the television spots, the billboards and bus stop ads tied the tagline to sweet, gooey foods like chocolate cupcakes and Oreo cookies.

The U. In , Goodby created a Spanish-language television ad La Llorona was based on a Mexican folk tale about a woman who drowned her children to spite her adulterous husband. Eternally sorry, she wandered the earth as a ghost in search of her lost children. The ad received lavish media coverage because it was the first Spanish language spot to be broadcast on Anglo television.

In , 34 processing plants paid into the milk marketing program and the CMPB board comprised member representatives. CMPB members paid three cents for each gallon of milk they processed.

By Douglas B. Shifts in Beverage Consumption Perceptions of Milk Historically, dairy advertising and public relations efforts, along with government programs, had helped to build the widely held belief that drinking milk was the key to good health, particularly for children. Flavor and Packaging Innovation Marketers were also aggressively reconfiguring the way beverages were packaged. The got milk? Case Histories Overview.