As milk consumption continues its long term decline, the US milk industry has decided that their best approach for turning things around is to try to quash some of the negative buzz about milk by setting the record straight. Well at least they have a better story than McDonald's. (Lukovitz, 2015)
But,
since they have gone so far as to put out a commercial claiming that drinking
milk can help people lose weight, why would anyone believe them? (BTW, they were forced to revise/pull those
ads.)
But I
don't believe the headlines that say 'Milk Can Kill You' either.
To me
the question is what is the best way to get people to buy more low-fat milk? Research has consistently shown that all
decision-making is emotional. (Murray, 2013)
So while this campaign doesn't gross me out the way McDonald's does, I do think it misses the mark and will be unsuccessful.
So while this campaign doesn't gross me out the way McDonald's does, I do think it misses the mark and will be unsuccessful.
Lukovitz,
K. (2015, January 29) MilkPEP 'Get Real'
Campaign Tapping Social To Battle Misconceptions. mediapost.com. Retrieved January 29, 2015, from
http://www.mediapost.com/publications/article/242615/milkpep-get-real-campaign-tapping-social-to-batt.html?utm_source=newsletter&utm_medium=email&utm_content=readmore&utm_campaign=79750
1 comment:
I agree with professor Lehrer. I truly do not know if MilkPEP will be able to turn around consumer perception as it pertains to milk. The "got milk" campaign, while successful, was long over due for an overhaul, which the firm did realize. Their new campaign unfortunately launched just after industry competition began to disrupt the market (rice milk, almond milk, hemp milk, soy milk). All of these brands positioned themselves as a a better alternative to milk, and consumers received this information within one short period of time. This shifted my preference, and many other consumer preferences, away from milk and towards the new and exciting products. I think there health oriented/ weight loss themed campaign is the best bet for any improvement in sales, as weight loss/ health is still one of the most profitable industries. (Bradley Cockrell)
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