QUESTION
MKTG 1103
Marketing Communications Strategy Critique Paper
Submitted: Monday 16
th
May 2011, By Caroline Paull and Hiro Wiking
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Table of Contents:
Introduction………………………………………………………………………..…..3
History………………………………………………………………………………….3
Target Audience ……………………………………………………………………….4
Selling Milk as an Accompaniment to Food…………………………………………..5
Humour..……………………………………………………………………………….6
Celebrity Endorsement.………….…………………………………………………….7
Merchandise and Products…………………………………………………………….8
Got Milk Evaluation………………………………………………………………..….9
Conclusion……………………………………………………………………………10
References……………………………………………………………………………12
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Introduction
Got Milk? is an American advertising campaign designed to encourage the
consumption of cow’s milk. During the 1980s and the 1990s, soft drink’s increasing
popularity and aggressive marketing assisted in the reduction of milk consumption,
which consequently decreased sales (Keller et al, 2004). Soft drink beverages were
dominating the market and had the advantages of more flavour, superior packaging
and above all larger resources for their marketing and communications strategies
(Douglas B. Holt, 2002).
Concerned with the continuous declining sales of milk, the Californian Milk
Processor Board (CMPB) was created in 1993 to discuss the future of their product.
The board hired advertising agency Goodby, Berlin, and Silverstein (AGBS) to
revitalise milk sales in California and agreed to donate three cents from every gallon
of milk they processed to fund a new campaign (Holt, 2002).
Creative director Jeff Manning was given the reins of the campaign, which he
launched on October 24
th
1993. Since then the campaign has progressed into six TV
commercials, hundreds of print media advertisements, billboards, product
merchandise and a website. It has been one of the most successful, idealised and
loved campaigns ever created and it still exits today. For these reasons, we chose to
analysis major components of the campaign, aiming to discover the reasons behind its
success and what makes the campaign resonate so well with its audience.
History
Prior to the Got Milk? campaign, milk’s marketing and communication focused on
promoting nutritional benefits and positioning milk as healthy dietary requirement.
However 93% of Americans were aware that milk was good for you and that it
contained calcium, yet these factors were not influential enough to increase
consumption. (Holt, 2002).
Instead, milk sales were decreasing because of consumer’s attitudes towards the
product. It was perceived as boring, especially in comparison to the soft drinks being
advertising at the same time (Keller et al, 2004). “What could you say about milk? It
was white and came in gallons. People felt they knew all there was to know about it,
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so it was hard to find a strategic platform’, Manning explained (Douglas B. Holt,
2002).
To change this attitude and resurge the product, Manning invented a campaign that
would reposition milk and change its perception from boring to cool (Holt, 2002).
Figure 1 illustrates the strong competition milk faced and its need to change its perception to
combat its competition.
Target Audience
Got Milk?’s first TV commercial, Aaron Burr, was targeted to consistent users of
milk or those who claimed to drink milk several times a week (Keller et al, 2004).
This captured 70% of the Californian market, many of which already had favourable
attitudes towards milk (Keller et al, 2004). To learn how to influence this segment
Manning investigated how people responded to milk’s absence. He removed all the
milk from his workplace and placed a secret video recorder in the fridge (Keller et al,
2004). Capturing the frustration and despair of his colleague’s faces when they
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realised they had no milk to drink gave Manning the inspiration for his first
commercial. ‘‘The only time people even think about milk at all is when they don’t
have any”, Manning stated (Blogspot, 2011).
Selling Milk as and Accompaniment to Food
As Rossiter, Percy, and Bellman realised, products can be classified in different
categories according to the consumer’s level of involvement and motivation (Rossiter
& Bellman 2005). Successful marketing strategies are generally tailored to the
category the product fits into, in this case a low involvement and informational
segment.
Figure 2 displays milk in a low involvement and informational category.
Milk can be classified as a convenient good due to its excessive distribution, easy
substitution and frequency of purchase. It is normally purchased as a part of a routine
and doesn’t require a high level of involvement or risk (Elliot et al, 2007). Purchase
decisions are typically made at the point of sale, where the consumer realises they
may be running out of the product (Elliot et al, 2007). The Got Milk campaign
reinforces this idea by asking the rhetorical question Got Milk? on all advertisements,
and positioning marketing communications close to or even inside the store. The
campaign works to remind consumers to purchase their preferred brand of milk, at the
time they are mostly likely to remember to purchase it.
Research found that 90% of milk was consumed at home and was rarely consumed by
itself (Holt, 2002). People were most likely to drink milk at breakfast or with a late
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night snack after dinner. Therefore, Manning decided to air the commercial at these
times, with the aim of increasing milk consumption when it is most likely to be drank.
This idea of selling milk as an accompaniment to food developed into co-branding
with complimentary foods such as Oreos, cereals and even bananas (Holt, 2002). This
strategy aided the awareness of the campaign to such an extent that non-milk related
products such as Barbie asked to be involved (the UC Davis Innovator, 1999).
Got Milk? billboards and bus shelters advertisements were also employed and
positioned close to supermarkets reminding consumers to purchase milk when they
were going shopping or close to home (Holt, 2002)
Humour
Figure 3 shows a Got Milk? advertisement on a bus shelter in California.
During the 1990s humour was commonly employed as a strategy in television
commercials with approximately one in five commercials using the technique (Elpers
et al, 2004). Using humour in advertising influences consumers to perceived the
product as being fun, exciting and desirable. Manning reaffirmed this idea stating,
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“Get people smiling at your advertising and they would look, listen, and consume
more milk.” (Keller et al., 2004).
Celebrity Endorsement
Manning’s light-hearted approach to his successful television commercials extended
to his print media advertising. In 1995, celebrities were introduced to the campaign to
promote milk consumption (Holt, 2004). All of the celebrities were photographed
with a milk moustache, which helped milk poke fun at itself, and represented the
product in a nostalgic light. Consumers could recall the milk moustache they wore
proudly as a child, as milk is generally consumed more frequently at younger ages.
Over time, the cheeky milk moustache became as important to the campaign as its
slogan and helped milk reshape its image.
Research shows that an estimated 25% of American commercials use a celebrity to
endorse a product as a means to gain consumer interest (Shimp, 2000). Celebrities are
usually very effective as endorsers due to consumers believing they are ‘trustworthy,
believable, persuasive and likeable’ (Erdogan, 2001). Manning introduced celebrity
endorsement into the campaign in 1995, employing international model Naomi
Campbell, as the first ‘milk moustache’ ambassador. At the time Campbell was one of
the most recognised and in demand models and was one of six supermodels
dominating the fashion industry. Campbell changed history by appearing on the cover
of the French and American Vogue in 1989, the first black model in nearly thirty
years to achieve this (Wikipedia 2011). Since Campbell, a vast array of celebrities
from many fields including sports, film, music, reality TV and even fictional
characters such as Garfield and The Simpsons have been employed in the campaign
(Keller et al, 2004).
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Figure 4: The first Got Milk? Celebrity endorsement featuring Naomi Campbell.
American fashion model, Angie Harmon, is the latest ambassador for the campaign,
which is now in its sixteenth year (Quirk 2011). Due to the success and longevity of
the campaign being chosen as a celebrity is a sign of success to the ambassador,
similar to having their name on Hollywood’s Boulevard. Last year, Got Milk?’s
website asked viewers to vote for the next ambassador, honouring reality TV star
Lauren Conrad as the winner (Californian Milk Processer Board website, 2001).
Offering consumers power and decision making in the campaign was a successful
strategy that aligns with today’s marketing and communication strategies, which
feature social media.
Merchandise and Products
The campaign has an extremely high level of awareness with 90% of Americans
reporting they have seen the ad and know of the campaign (Holt, 2002). The vast
range of merchandise and products associated with the campaign helped increase this
awareness. Initially the campaign launched a product line focusing on kitchen items,
such as aprons and coffee mugs, with the Got Milk? slogan printed on them. Over
time, the product line evolved into a diverse product range including toys, clothing,
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stationary, jewellery and many more categories. (Holt, 2002). The campaign’s
website, which was launched in 2001, works as a vehicle to promote Got Milk?
merchandise and encourage awareness and interactivity with the campaign.
Figure 5 demonstrates a Got Milk product for their Golf product line.
Got Milk Evaluation
California’s milk consumption increased for the first time in over a decade, just one
year after Aaron Burr aired. Statistics revealed milk consumption rose by 1.07%, the
equivalent of $13 million dollars in that year (Keller et al, 2004). The number of
Californians who reported consuming milk at least several times a week went from
72% to 78% in the same year, confirming successful advertising to the campaign’s
initial target market (Keller et al, 2004)
Besides meeting the primary objective of increasing milk consumption, the campaign
also successfully changed the perception of milk. Focus group respondents indicated
that drinking milk was becoming a fashionable thing to do and becoming cool (Holt,
2002).
The campaign even spiralled outside the boundaries of Manning’s control inspiring
many other countries to promote their own local milk consumption. Germany
employed a white milk tongue, while Switzerland employed humorous cow cartoons
to encourage milk consumption. The campaign became so famous on an international
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level that numerous parodies and imitations occurred, where “milk” was exchanged
for virtually any product or concept. Many of these replications were for comic value,
however they were also using the campaign’s strong awareness to promote their brand
product or service.
Figure 6 is an example of Got Milk? imitation used as a pun in an American election.
The campaign has won 11 awards, including the prestigious Clio award, as well as
numerous surveys and reviews for best commercials (Keller et al, 2004). It reached
90% awareness in America and has evolved to become a worldwide phenomenon.
(Keller et al, 2004).
So why is this campaign so successful? We believe its simple, consistent, light
hearted and non-invasive approach is perfect for endorsing milk. Milk is available all
over the world and comes in many flavours and types. The product is often taken for
granted and used in association with food, or in hot beverages such as tea and coffee.
We rely on milk and are often oblivious to its importance in our lives, until we don’t
have it. Manning capitalises on this idea and reminds consumers to purchase the
product through a combination of creative strategies and tactics discussed above.
Conclusion
Developed as a solution for the problem of continuously declining milk sales in
California, the Got Milk? campaign was launched in 1993 and still exists today
(Keller et al, 2004). Jeff Manning, the creative director of the campaign used humour,
co-branding, product placement and celebrity endorsement as techniques to combine
with the overall theme of promoting milk in deprivation. Manning’s unique and
successful approach revitalised milk sales, changed milk’s perception and became a
global phenomenon that has been recognised and celebrated in many parts of the
world.
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References:
Blogspot 2011, Got Milk? Campaign, viewed 13
th
May 2011, < http://marketing-casestudies.blogspot.com/2008/04/got-milk-campaign.html>
Californian Milk Processer Board website 2001, viewed May 3 2011,
http://www.gotmilk.com/
Elliot, Richard & Percy, Larry 2007 Strategic Brand Management, Oxford University
press
Elpers Woltman, J.L.C.M., Mukherjee, A., Hoyer, W, 2004 Humour in Television
Advertising: A Moment-to-Moment Analysis, Journal of Consumer Research, p592597
Holt, Douglas 2002 Got Milk? University of Oxford, viewed 3 May 2011 Advertising
Educational Foundation Full Text, < http://www.aef.com/oncampus/classroom/case_histories/3000>
Manning, J., & Keller, K.L 2004 Got Advertising That Works? MM Jan/Feb p 16 –
20, viewed 3 May 2011, < http://terabook.net/got-advertising-that-works.html>
Pictovista 2009 Got Milk Ads Around the World, viewed April 22
2011
<http://pictovista.blogspot.com/2009/04/got-milk-ads-around-world.html>
nd
Quirk, Mary Beth, 2011 Behind the Scenes of Angie Harmon’s New “Got Milk?” Ad,
viewed 13
th
May 2011, <http://www.okmagazine.com/2011/04/behind-the-scenes-ofangie-harmons-new-got-milk-ad/#more-2588632>
Rossiter, John and Bellman, Steven, 2005 Marketing Communications: theory and
applications, Pearson
Shimp, T.A. 2010 Advertising, promotion and supplemental aspects of integrated
marketing communications, 8
th
edition, Thomson
The UC Davis Innovator, Spring 1999, Milk: “Got Milk?®” Article,
<http://www.milk.com/value/innovator-spring99.html>
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Wikipedia 2011 Naomi Campbell, viewed May 14
2011,
<http://en.wikipedia.org/wiki/Naomi_Campbell>
th
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SOLUTION
EYEBROW TV ADVERTISING
By “A GLASS AND HALF FULL PRODUCTION” CAMPAIGN
CRITIQUE REPORT
Kangli Wong s3224894
Paweena s3331166
Aine Kinoshita s3325958
Contents
1. Introduction -2
2. A Glass and A half Full Productions -3
3. Analysis of Eyebrow Advertising -5
3.1 Campaign Objective
3.2 Love and Fame
3.3 Humor
3.4 Cross-media duplications
3.5 Viral marketing using media
3.6 Result
3.7 Weakness
4. Conclusion
1. Introduction
Dairy milk is a chocolate bar manufactured by British company, Cadbury. The chocolate is produced in Europe, Asia, Oceania and North America and sold in over 30 countries across the globe. In 2007, Cadbury attempted new campaign for Dairy Milk, “Glass and Half Full Productions” using new communication model. Eyebrow is one of the advertising included in the campaign. This report will analyze and evaluate its creative method by following view point:
n Message “Love and Fame”
n Humor
n Cross-media duplications
n Viral marketing
2. Glass and a Half Full Productions
Cadbury launched campaign named “Glass and a Half Full Productions” using their slogan “Glass and a Half Full” of Dairy Milk. The first TV advertising called gorilla was introduced in 2007, and the second one was Airport truck in 2008. Eyebrow is the third TV advertising of the campaign launched in 2009. These TV advertisings of the campaign use clearly different method from traditional persuasive advertising. It does not show and their brand until very end. This creative idea was attempted following reasons.
n Flatting sales
n Recall
Cadbury had a large scale recall in 2006 because their products include Dairy Milk contained bacteria.
n Rising cocoa price
Increase Dairy Milk price due to rising cocoa price worldwide (International Cocoa Organization, 2011)
n Limitation of persuasive advertising
Persuasive TV advertising is often used as awareness of a product or introducing its effect such as advertising of Dairy Milk Double Choc Coronation. (Figure 1) However, Dairy Milk is well known brand worldwide, and consumers have loyalty and preference to purchase their chocolate. Thus, showing eating chocolate does not work for repeat customers. Moreover, in terms of demographic, target audience of campaigns tends to be people who have purchase authority. According to Tom (2010), over 45s comprise 54% of the value sales in the confectionery market. Therefore, traditional TV advertising has limitation of reaching audience both demographic and
Figure 1
Affected by these circumstances, Fallon (advertising agency) and Cadbury created new communication model “Glass and a Half Full Productions” campaign in 2007. This new approach surprised the industry and gave enjoyment to consumers as its product.
3. Analysis of Eyebrow Advertising
Cadbury is one of the biggest chocolate making company in the world which is present in mainly 60 countries all over the world. It produces mainly chocolate candies for people of all age groups and is famous for these kinds of products. The target audience mainly comprises of young, old, adults and all kind of people from all kinds of segments. This is the main reason why the company is able to achieve success. While talking about the company, the company was formed in the year 1905 and till now has not seen any kind of problems what so ever with any group. Yes, during 1996 their were few recalls of it chocolate candies in Asia and America region but apart from it the product has seen god returns over the last few years. As per Donald (2007), the main USP of any company is the way it markets its produces. The products can be best suited to people from all kinds of age groups and thus is widely recognized.
The eye brow kind of advertising mainly brought about the ma nature of how advertisements are being made in the current scenario and how Cadbury was roped inside it.
3.1 Campaign Objective
The main objective of the campaign was to start as a small manufacturing plat which produces chocolate candies for small school going people. This mainly went into the brains of the makers and they thought that if small children can eat chocolates, then why cant adults eat chocolates as per their wish. Thus, thir trage then changed from small people o young adults. This was one of the major significant changes in marketing communication process that made a historic turn. They now target to target people from all ages to eat heir chocolates. Thus, the primary bar that they had about on lt children eating the chocolates change to adults as well and thus they were ale to gain significantly edge over all there close competitors.
3.2 Love and Fame
As per Strokes, Rob (2008), their marketing plan was made in such a way that all people from all age groups started to eat their chocolates and liked it as well. They made it a like a fashion statement for al the people and people started to use Cadbury as fashion statement for their company. People now came forward and introduced Cadbury as their best fit for all kinds of segments. This initial breakthrough was mainly because Cadbury broke all kinds of marketing barriers for its products. This was one of the significant moves about Cadbury and thus was also widely appreciated.
3.3 Humor
Humor was made so easily understandable to all that it could be easily distinguishable from rest of other acts. This was the reason why children were being roped in the campaign which was so easily mad and delicately published. Humor was added to the children’s acts mainly because to grab the attention of maximum of the people.
3.4 Cross-media duplications
The target market which began from small school going children changed to young adults of college going girls to all other people. The tag line which recently came into picture was Celebrations time. Cadbury started to reinvent its products from being just a chocolate to a sweet when it came to Celebration time. This product thus started to gain momentum in Christmas ad other local celebrations across the world. Pope started to use this product when ever there is any kid of victory or celebrations and thus its popularity chart began to rise like any thing. The best thing about Cadbury and why it began to rise was its marketing part.
3.5 Viral marketing using media
The price was not a factor of considerate for many as people were willing to spend some money on the product. People knew that they any ways have to buy it a sit was one of the bet available chocolates in the world and thus it never say any kind of problems for any body. The promotion of physical distribution was done to perfection and thus, it was never a subject matter of concern. The company set up their base in all countries where ever it entered and thus, their production base was made in such a way that all people can get the products on time. Demand was mainly seen estimated well in advance and thus, all these things and parameters were kept in good touch s that there is best fitment for all kind of problems and solutions are their.
3.6 Result
The campaign was a great success in all parts of the world. Since, it did not have any kind of language that was attached with it, so it was mainly published with all the countries. Thus, it was one of the best cost effective ways of marketing advertisements and it was done with good perception.
3.7 Weakness
The only problem that Cadbury thought would make them worry was the production. Since, it is mainly a perishable product thus the company had to ensure that their is no problem with any one while talking away the product. Their was quite some recalls in the early days and in the year 1996 their was significant recalls that were being made. The consumers mainly reported that their were worms that were being found in the chocolate. This was the trouble some period for Cadbury but after good investments and through knowledge it came to know that it was just a simple role.
4. Conclusion
Cadbury success story can only and only be represented to the good and wise promotional activities that it had done when the product was own d when the product as not in god shape. This was the main reason why the company uses good people to market its products to the ends consumers.
The main reason thus for the success soft e product can be attributed to the good and the best promotional activities and thus people do recognize the fact that promotion a pays one of the best roles in current times. As per Lauterborn (2007), promotion has done wonders for the company and thus it needs to be understood that it is only with the help of good promotional activities that the company or any company can enjoy good supremacy in the current competitive environment. The masses are the main power work force an dif they are satisfied with the promotion of the [product, all would thus be satisfied.
References.
Clow, Kenneth E.; Baack, Donald (2007). Integrated Advertising, Promotion, and Marketing Communications 3rd edition. Pearson Education. pp. 9–10.
Strokes, Rob (2008). eMarketing: The Essential Guide To Online Marketing. Quirk eMarketing.
Influenced by Integrated Marketing Communications by Schultz, Tannenbaum, and Lauterborn
www.pearsoned.ca/highered/divisions/virtual…/kotler_ch13.pdfSimilar
www.business2000.ie/pdf/pdf_10/cadbury_10th.pdfSimilar
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