“got milk?” still sticks in the mind of the consumer after 20 years.

It is amazing how these two simple words “got milk?” saved an industry.

Over 20 years ago milk consumption was declining.

Well milk is boring…and milk is just milk, right?

So how can we get people to buy into buying milk.

Take it away from people and get their reactions.

This is what the Jeff Goodby of Goodby, Silverstein & Partners did. They had people go without milk for a week and record their reactions.

How am I going to eat cookies without milk? How about my peanut butter and jelly sandwich? Where’s the milk.

With information in hand Jeff Goodby of Goodby, Silverstein & Partners wrote “got milk?”—still remains as one of all time greatest marketing taglines.

Heck sometimes I see T-Shirts with Got…whatever it is.

But whole milk consumption has still declined since 1970 as indicated in the chart below from USDA from the WashingtonPost.com article in 2014: https://www.washingtonpost.com/news/wonk/wp/2014/06/20/the-mysterious-case-of-americas-plummeting-milk-consumption/?utm_term=.f7f543d72413

 

And how milk is more than milk. There is milk in all types: Almond, Soy, Cashew, Coconut, Walnut, Lactose Free and so on.

How do you drink your milk?

So my advice to marketers and food manufacturers is if you want to understand the consumer’s behavior about a product, take it away from them and listen to their feelings.

The “Got Milk” campaign still disrupts today, more than 20 years later.

Milk production has steadily increased from 1999 to 2016 per Statista.com

Milk consumption is still stagnant by tagline still lives on.

To read more check out: http://www.adweek.com/creativity/20-years-got-milk-153399/

Books I read about product/market disruption:

Disrupt You by Jay Samit

Sites I follow on food:
http://www.5dollardinners.com
http://www.savingsangel.com

WordPress Blogs I follow about packaging:

https://brandsandpackages.wordpress.com/ – Karen Blumel Consulting