The Midas brand marketing case – making Milk a fashion (serial one)

If you happen to be a fan of an American comic-book hero, you might be surprised by the image next to it, why is there a strange "moustache" on the Wolverine of this poster?

And so on, and then carefully look at the text in the picture everywhere appears the keyword "Milk", the original "small beard" or milk do?

If you like to get to the bottom of the search engine with "milk beard" as a keyword search pictures, and you'll find a lot of your familiar names. People have left a similar "milk beard", including well-known film and television actors, singers, models, athletes and even games and cartoon characters. In fact, these posters come from a "Got Milk". The promotion programme was implemented by the Milk Society of the United States from 1993 onwards.

People often say that ideas can come to gold, and this "Got Milk" promotion case is a step further, can be "drink milk" such a very simple thing into a fashion and culture, in-depth to tens of millions of American life, it is no wonder that a large number of marketing books will use this example to do the role model, And in the last year by the adverstiting age of hundred advertising case ranked among the best.

The whole "Got Milk" promotion program from the 20th century http://www.aliyun.com/zixun/aggregation/16333.html "the beginning of the >90 era, when the U.S. milk consumption has been declining for 30 consecutive years, There are several main reasons:

First of all, although the European and American countries have always had the habit of drinking milk, and most people do recognize milk is a very nutritious drink, but at the same time they also think that milk is a very dull drink, or a popular word is not enough "tide". This is particularly serious in the minds of the young people at the time, many people in the interview will say "Milk is for the children to drink" this recognition.

Secondly, it is really not strange why everyone has a sense of boredom with milk, because the competition is too strong, especially when the soft drink market (including the common Cola and carbonated beverages, sports drinks, etc.) just began to blossom in the era, a large number of manufacturers to compete for people "Drink what" This point and put a lot of money in marketing, do a lot of try. For example, the beverage from the design and packaging innovation, and even began to drink brands and "Independent, self" and so on the spiritual aspects of the packaging. And on the other hand, the product is difficult to make a breakthrough in appearance and packaging because it is subject to some obvious restrictions (such as freshness and transportation demand).

Rather than continue to wait for the market share of milk products to be replaced by other, more "tidal" substitutes, such as soft drinks, California State, the milk manufacturer of the nation's largest milk base, decided to unite to set up a California Milk Processing Commission (California Milk Processor Board, and agreed to raise a marketing outlay from a single gallon of 3 cents on the proceeds of the sale of gallons of milk, officially launching the spectacular Jedi counterattack.

To revive the consumer's enthusiasm for the milk product, after hiring an advertising agency to do a lot of market research, the team found that a lot of people were drinking milk together when they ate some sweet snacks, so the core of the idea did a reverse thinking and exaggeration – If you find yourself in a dessert with no milk to run your throat, this is a painful thing to do.

Based on this idea, today's famous big guide Michael Bay has made an ad called "Aaron Burr" (Aaron Burr's best known story was the killing of Alexander Hamilton, one of the founding fathers of the United States in a duel).

The story is: A history enthusiast filled with objects related to this famous duel received a radio-prize-winning quiz, which happened to be "who killed Alexander Hamilton in that famous duel?" "If you get the right answer, you will receive a 10,000 dollar bonus." Originally thought that the money has been steady hands of the male protagonist but found himself because the mouth is full of food, choked in the answer to make the other end of the phone can not hear clearly. When he was looking for milk to run his throat, he found the box empty, only to watch the bonus fly away. This advertising film because of the use of exaggeration to a daily life may encounter scenes of comedy, and at the end with the finishing touch of the slogan "Got Milk", so a broadcast on the warm praise. Just because the ad is starting to change a lot of people's first step towards the idea that the milk product is dull, the milk sales in California in 1994 have really recovered for the first time in years.

How to foresee the funeral, and listen to decomposition