Julie's~

This past week, I relied heavily on Starbucks as I had to survive through 5 midterms. As I got my grande, non-fat, half-sweet Vanila Latte from Starbucks at 8:45pm, just before it closed, I remember thinking, why am i such a loyal customer?
This was not the last time

Above is the UK 10:10 Global campaign video. I know, the video is long, but once you watch the ad, you will be speechless. At least, I was when I first watched the advertisement. It is an ad. to cut carbon emission by 10% each year, and the ad strategy is to get on the fearful side of the human nature to alarm us about what we could do to ourselves in the future.

However, this was obviously not the right approach, as after this advertisement was published on the internet, Sony, one of the sponsors of this campaign, dropped out. Sony responded by saying that the ad was “ll-conceived and tasteless…[ And this] video risks undermining the work of the many thousands of members of the public, schools and universities, local authorities and many businesses.”

Last week, whereas i have looked at effective methods of marketing, this week, i have decided to look at serious consequences of marketing. This campaign may have decided to broaden its audience pool by targeting the range from students to business professionals; however, they were truly mistaken when it came to being radical. Contrary to their belief that people would be swayed by such radical portrayals on the video, the video has stirred not only people to turn their backs away, but also the sponsors to drop out. The video is no longer available on the website as after the sponsors dropped out, the campaign removed the post right away. However, another lesson to learn is that what is once on the web is forever on the web. So when it comes to online presence, we always need to think before we post anything, not to mention the content of the post that will be on the internet!

So… I am very new to blogging. I remember making a blog a year or two ago, but never really getting around to posting things up there. But hopefully by starting a blog with this class, I will start blogging more often and eventually become a blogger one day~

Anyway, enough about how I got myself into the blogging world, and decided to talk about the campaign that I thought was immensely interesting, the “got milk” campaign. Basically, “got milk” is a campaign that started in the early 1990s to increase awareness on consuming more cow’s milk. However, I have to say, this campaign did not really grab my attention until 3 or 4 years ago when I saw the paper ads with celebrities and the milk mustache.

here are the olsen twins

here’s Andy Roddick, when I was in love with him. I think he’s still playing tennis….

Anyway, I have to say it has been a very effective campaign ever since they started bringing in celebrities with the milk mustache. Apparently, this campaign increased milk sales in California, and in some parts of the world. But then this raised a question in my head: After seeing this ad on a magazine while in a lineup at a grocery store, would I walk back to grab a carton of milk?

No, Not really.

I have to agree that the campaign method was very interesting, and grabbed my attention right away, but I am not sure whether this spurred me to go grab a carton of milk nor was I able to understand the health benefits of drinking milk. I guess this is pretty similar to the baby carrot ad that Tamar showed us in class. These ads are very interesting, but do they want to make you go grab a carton of milk or a bag of carrots after? I’d say not necessarily.

Then, this may have been the point. Because by looking at this ads, I may have not known about the nutritional fact of milk, but this did spur me to find got milk on google, and enter their website. www.gotmilk.com

cute? Having visited their website, I realized that this may have been the whole point of their marketing. I mean, after all you do have to get your name across before you want to promote anything, right? and what a way to advertise other than having a very attractive celebrity with a milk mustache?  The website does not only offer you health benefits of milk but also recipes, news& events, and even milk games! Along with the background music and occasional mooing of the cows, which made me turn off the sound on my laptop after a while~

I guess I cannot tell how successful the got milk campaign had been, but one thing I can tell for sure is that people became aware of the “got milk” phrase. and this may have been the point of the whole campaign. You do have to start somewhere when you are promoting your product or service, and what a way to start off by getting your slogan known not only nationwide but also internationally???

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