Growing up, most of us had someone tell us to drink our milk. Our parents would say we couldn’t have dessert until our dinner was gone, our doctors told us to drink milk to keep our bones strong, the dentist told us Milk would prevent cavities. But for some reason a lot of kids don’t want to drink their milk. We would much prefer sweater or sugary alternatives such as juice or pop.
Californian dary farmers were aware of this so they teamed up and created the California Milk Processor Board (CMPB).Their goal was to market something that hadn’t really been marketed before. Milk.CMPB started the Got Milk? Campaign. Using famous people who children and adults look up to as aspirational social reference group.
Soccer hero, David Beckham ss well NFL quarterback, Tom Brady posed for ads sporting the famous Got Milk? milk mustache (David not wearing a whole lot more.) This appealed to athletes and young children who looked up to David or Tom, If hes drinking milk, kids want to drink milk too. Not to mention the number of older men who now drink more milk after seeing the way their wifes or girlfriends gawcked at the images.
The campagin also appealed to girls who look up to fashion icons such as Victorias Secret models, Heidi Klum and Gisele Bündchen or MTV star Lauren Conrad.
Not into sports or fashion? Got Milk? targeted many other demographics with ads showing famous musicians like Beyoncé or Taylor Swift , actors such as Hugh Jackman, comedians and much more (even batman). They have successful created a medium for people to find something in common with their favorite stars, Milk. This is an extremely effective marketing strategy.
