Will "telling the truth" be more successful for milk than it has been for McDonald's?

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.)

https://www.youtube.com/watch?v=Dzn7uZQuORw

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.  

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

Do you have a breakfast story you want to share?

Kellogg's has just launched "Open For Breakfast" a new digital campaign designed to "hear what's on people's minds and share stories about Kellogg's."  Seriously?  Do people really want to be that engaged with their morning cereal? 

Of course with flat sales since 2008, and people being more concerned about what's in the food they are eating, it does make sense to open a dialog.  But it's not going to turn cereal into a protein so I'm not sure it's going to help. 

Maybe they would be better off retargeting their brands to busy working people and selling breakfast for dinner.  I know plenty of people who are already there.

Lukovitz, K. (2015, January 20)  Kellogg Seeks Input in New 'Open for Breakfast' Campaign.  mediapost.com.  retrieved January 23, 2015, from http://www.mediapost.com/publications/article/242068/kellogg-seeks-input-in-new-open-for-breakfast-ca.html?edition=79524

The insurance wars continue.

I remember the days when insurance companies were not big advertisers.  Then Geico came along and proved that the category could be impacted by advertising and the game was on.  Geico's message about saving money was countered by Progressive's likeable Flo.  And then Allstate reminded us about problems beyond our control.  I have to admit the latter message appeals to me the most.  I don't buy insurance to save money.  I buy it so I can sleep at night.

Now Chubb has stepped up to the plate to remind us of our regrets.  Hmm.  I have a few of those.  Perhaps their approach will allow them to compete effectively.  I do find the commercial amusing and relatable.  See what you think.  Here's the link.

  https://www.youtube.com/watch?v=Aj7qRzUvoTg&feature=youtu.be

Irwin, T. (2015, January 16)  Chubb Urges 'Insurance Against Regret'  mediapost.com.  Retrieved January 16, 2015, from,  http://www.mediapost.com/publications/article/241809/chubb-urges-insurance-against-regret.html?edition=79420

Yogurt for men? Why not?

Dannon is launching of a new line of Oikos yogurt targeted toward men.  Just to make sure they get it, the company has hired Cam Newton to star in their advertising campaign and signed up to be the official yogurt of the NFL.

Considering that Oikos's previous multi-year effort appealing to women with John Stamos moved the brand from a 2% share to a 33% share, the change seems risky.  But with males currently generating 37% of sales the company sees upside potential. 

Considering the fact that my husband has been eating yogurt as a high protein snack for years, I would say that they are right.

Lukovitz, K. (2015, January 5)  Dannon Bumps Stamos With Cam Newton For Male-Targeted Oikos Product Launch.  mediapost.com.  Retrieved January 9, 2015, from

http://www.mediapost.com/publications/article/241092/dannon-bumps-stamos-with-cam-newton-for-male-targe.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=79107

You keep telling yourself that you bought that fancy new phone so you can hear better.

But we all know that you bought it to boost your self-esteem.  That's because all purchase decisions are emotional. 

There has been a significant amount of research done over the past few decades about why people buy.  Back in the early 90's, even before the scientific proof began to emerge, advertising agencies recognized the patterns and shifted their focus from product features to consumer insights.  And strategic planners were born.

The latest research strongly confirms that belief.  The Advertising Research Foundation has concluded that "likeability" is the most predictive measure of whether an advertisement will increase sales.  Specifically,  emotional response outweighs content when it comes to purchase intent by a 3-1 margin on television and a 2-1 margin in print.  (Murray, 2013)

Why?  Emotions compel us to do something.  It's the way we are wired.  Enjoy your new iPhone.

Murray, P. (2013, February 26)  How Emotions Influence What We Buy.  psychologytoday.com.  Retrieved December 30, 2014, from  http://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy