They found out that, as one participant put it, the only time people notice milk is when they run out. The goal was to understand consumers’ milk habits. The participants were asked not to drink milk for a week prior to the study. In 1993, Jon Steel, a partner at Goodby, Silverstein & Partners led a focus group. People knew the benefits of milk, they just didn’t care. “Milk: It does a body good” was the iconic tagline that dominated the milk industry back then.Īfter a decade of this campaign, the California Milk Processor Board decided to revisit this strategy. Much of the 1980s milk advertisements touted milk’s benefits and nutritional value. Milk cartons were getting pushed aside for a bottle of Snapple iced tea. The promise of prizes and colorful labels were winning the battle. Sugary drinks like soft drinks, sports drinks, and Snapple were gaining popularity. In the 1980s, there was a big push to market milk to combat declining sales.
0 kommentar(er)
