November 18, 2008
[Case Study: Got Milk?, Part 1]
One of the most influential sections for me in the book Truth, Lies, and Advertising by Jon Steel was the chapter he wrote about the Got Milk campaign and the research they did for it. I found their use of research to brilliant. Most importantly, their research inspired great creative. In this multi-part case study we’ll look at why this campaign was a success and became a pop culture phenomenon.
The Problem
Milk sales in California were at an all time low in the 1980s and early 1990s in California. The average per person consumption was only 30 gallons per year. Not only that, but the public’s perception of milk was that it boring, “a real yawner.” A Gallup survey further revealed three harmful perceptions of milk. Number 1 is that consumers saw milk as unhealthy because of its fat content. Number 2 is that it is seen as a kid’s drink. Number 3 is that compared to flashy sodas like Coke or Pepsi, milk was boring.
With this secondary research collected, the team at the agency decided the big problem was milk’s image. To uncover more about how the public felt about milk, the team engaged in focus groups in California.
Next, see how qualitative research is used to lead to creative work.
[Case Study: Got Milk?, Part 2] « Consumer Research + Advertising said,
December 3, 2008 at 3:43 am
[...] Last time, we discussed the problem California milk producers were facing with low consumption rates and an overall bad image of milk. Now we will look at how the research done by Goodby, Silverstein & Partners influenced their creative work. [...]