What happens when advertisers join in a fight for milk consumption?!
«Got Milk” campaign started in 1993. As one of
the most famous advertising campaign «Got Milk” is an example of great
advertising success almost in each book of advertising and creative. However
when we tried to check this argument, efficiency of «Got Milk” campaign turned
out to be a delusion of producer and community. Simple analysis demonstrates
stable negative effect of this campaign: if earlier whole-milk consumption
depended on children share in population but since 1993 it has been reducing
rapidly in spite of stable children share in population.
As you can see in 1960-1992 whole milk
consumption were depending on share of children under 15 years old. Presence of
this dependence doesn’t surprise because the majority of adult can’t digest
whole milk for physiological reasons and large part of milk consumable accounts
for children. Is it surprise than since 1993 slump of milk consumption has
increased in spite of constant share of children under 15 years old (21%)?!
It’s not surprise: in 1993 campaign «Got milk” started and gave coming effect
of refusal from dictated behavior.
«Got Milk” campaign is a very good example of
misunderstanding basic reasons of existent process. As a result this
misunderstanding stimulates more than nonsensical actions. This case
demonstrates utterly harmful communicative actions and considerable financial
costs ($0,03 per each milk gallon).
One may ask, why American farmers pay for this
campaign?