Milk has a number of issues to overcome. Mums try to ensure that their kids drink plenty of Milk because they know it’s a good source of calcium, but this endorsement has created a ‘goody goody’ tag for Milk. Moreover, people tend to think (erroneously) that Milk is high in fat. But Milk’s biggest problem is that it lacks status – as a brand it behaves without confidence and assertiveness.
Milk needed to reassert itself among mums and kids, and do so without alienating teenagers and young adults.
Given the primary task of restoring Milk’s status, and the need for a campaign which will punch above its weight, we were drawn irresistibly to the American “Got Milk” campaign as our model. This campaign became cult in the States, where everyone from presidents to pop stars proudly donned milk moustaches. Nothing works as quickly or as surely as celebrity endorsement (done right) to bring a brand back into popular consciousness and admiration. And by using celebrities we can gain attention for the natural health and low fat messages.
Launched in September 2003, the campaign has already begun to see a marked change in attitudes towards the consumptio of milk.
Independent research shows almost two thirds of children now perceive milk to be “cool” with 71% of those questioned stating that it is a popular drink for kids their age – an increase of nearly 20% from the campaign launch.
