Group 1
Dilara Atalay
Nick Jain
Joann Mester
Manali Pandya
Brittany Ramirez
• Milk Deprivation- when it's not
available
• Effective because consumers can
relate:
- Reflects how people consume milk
- Competitive towards coke,
snapple, ect.
- No milk aggravates consumers of
all ages
- Humorous, including celebrity
endorsements
• Extreme emphasis on commercials, celebrity
print ads, social media, billboards. (Visuals)
• General target audience, anyone who drinks
milk, parents, teens, elderly, children
• We would continue with the strategy
• When you have a mature product, you need
to get consumers to think of it in a new way
• Positioning is extremely important. If a
consumer connects with the product, its
secured a place in their mind
http://www.youtube.com/watch?v=SB7ZWtgq4uM
Supporting Facts
• After 3 months, increased aided recall to 60%
• After 6 months, awareness gained 70%
• Resulted in “Got Milk” product line such as t-shirts and
mugs
• In 1994, California’s milk sales increased from 740
million gallons sold to 755
• The Aaron Burr ad won the Best In Show Award in 1994
• Celebrities wanted to endorse the campaign because
of its success. I.e. Salma Hayek, Hayden Panettiere,
Taylor Swift
Cont.
• Nearcult following
• Household penetration had increased from 70
percent in 1993 to 74 percent in 1995
• In 1999, a national survey revealed awareness for
“Got Milk” was 12 times greater than the slogan
for Pepsi
• Awards obtained:
–
–
–
–
–
Multiple Clio awards,
Several EFFIEs
Gold ADDY awards
A Silver Lion at the Cannes International Advertising Festival
A David Ogilvy Research Award
Sources
• http://marketing-casestudies.blogspot.com/2008/04/got-milkcampaign.html
• http://www.asaecenter.org/Resources/ANow
Detail.cfm?ItemNumber=18644
• http://www.milkdelivers.org/got-milkcampaign/
• http://www.aef.com/on_campus/classroom/c
ase_histories/3000
Miller Lite vs. Anheuser Busch
• Year: 2005
• Miller Brewing Co. started the
fight with TV spots showing a
referee penalizing drinkers of
Anheuser-Busch Cos.' Budweiser
and Bud Light.
• Calling their choice
"unbeermanlike" conduct, the ref
replaces the beer with Miller Lite
or Miller Genuine Draft.
• http://www.youtube.com/watch?
v=43kH09saevo
Anheuser Busch
• Anheuser-Busch then fired back with commercials suggesting Miller's
referees were actually stealing the Bud Light for themselves, in some
cases looking to run from police with their ill-gotten brews.
• Lack of sportsmanship between the two top
beer companies
• Miller Lite made unsubstantiated claims
about rivals products
– “Upon further review, the call still stands. Miller
still has more taste and half the carbs of Bud
Light”
• Bud Lights ads include unlawful acts
As a result…
• CBS, ABC and NBC pulled three Miller ads after
Anheuser-Busch complained that nine Miller ads
that aired were unsubstantiated and misleading.
• After complaints to federal regulators and the
Beer Institute trade group, consumer watchdog
Center for Science in the Public Interest argued
that the Anheuser-Busch commercials of beer
stealing refs bolting from police depict
lawlessness.
Old Spice: The Man Your Man Could
Smell Like
•
http://www.youtube.com/watch?v=owGykVbfgUE
• Effective
• Humorous and unique
– People respond to humor
– Reminded people of a forgotten brand
• Campaign was so popular that they turned it into
a storyline
• Used well known icons - Fabio
– http://www.youtube.com/watch?v=H73O8zaHmAo
• Social media
– Response videos to tweets by audience, celebrities,
other brands
– http://www.youtube.com/watch?v=0Cs95FmimP0
Target audience
- Campaign - female
viewers
- Product - male
Made sure that people would
remember the brand.
• Ineffective:
– Terrible commercial
– Sony added fake comments on
their own YouTube video and
other sites that linked back to
them.
• “here’s the deal::: i (charlie)
have a psp. my friend jeremy
does not. but he wants one this
year for xmas.”
• “so we started clowning with
sum not-so-subtle hints to j’s
parents that a psp would be teh
perfect gift. we created this site
to spread the luv to those like j
who want a psp!”
• Target Audience:
– 15 to 23 year old males who
spend their free time online
• Discontinue strategy
– Sony made attempt to
“apologize”
• “As many of you have figured
out (maybe our speech was a
little too funky fresh???), Peter
isn’t a real hip-hop maven and
this site was actually
http://www.youtube.com/watch?v=tX_3GEvF8RQ
developed by Sony”
• Effective:
– Easy to relate to
– Still uses Dennis
Haysbert’s voice at the
end of the Mayhem
commercials
– Repositions Allstate as
not just selling
insurance, but also
protection
– “You get what you pay
for”
– Funny and entertaining
• Available as
commercials and
print ads
• Appeals to large
number of
audiences
– Mid 20s to Late
40s
• Continue Strategy
– Allows for
experimenting
– Different scenarios
appeal to different
consumers
– Long life
http://www.youtube.com/watch?v=hs
TPDBlLGVQ
• “Just say No” was an
advertising Prevalent during
the 1980’s and early 1990’s.
• It was a part of the US “War
on Drugs”
• The campaign was designed to
discourage children from
engaging in illegal recreational
drug use by offering numerous
ways of saying no.
• The Slogan “Just Say No” was
created by first lady Nancy
Reagan during Mr. Reagan’s
presidency.
• The phrase “Just Say No”
emerged when Nancy
Reagan was visiting
Longfellow Elementary
School in Oakland,
California in 1982. There
she was asked by a
Schoolgirl what to do if
she was offered drugs.
• The Campaign emerged
from a substance abuse
prevention program
supported by the National
Institutes of Health.
http://www.youtube.com/wa
tch?v=ZIcnBccjgMw
• The Office of National Drug Control Policy managed to spend nearly
1 BILLION dollars on the campaign.
• $10 million on commercials that suggested if you use drugs you
support terrorism.
• A 5 year evaluation of the campaign showed absolutely nothing
• No evidence that drug use was being curbed in the slightest result
of the commercials and advertising.
• Making it worse for the anti-drug campaign was some emerging
studies that showed children were more inclined to be curious
about trying illegal drugs after seeing anti-drugs adds than if they
had seen no adds at all.
• Researchers from Oxford University and American colleagues found
that smokers showed more interest in cigarettes after being shown
a series of images which contained "no smoking" signs in the
background.
Back-Ups
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•
•
•
Failed campaign Facts
http://www.businesspundit.com/9-poorly-conceived-marketing-campaigns/
Oxford Study
http://www.telegraph.co.uk/health/healthnews/9675460/Just-say-no-campaignscould-have-opposite-effect.html