Tragically (And Stupidly), "Got Milk" Is (For the Most Part) Retired


This is one thing I can never figure out about marketers. When you've got a good thing going -- even if you are bored out of your mind with it -- why must you change? The Milk Processor Education Program will no longer use "Got Milk" in its marketing and will, instead, go with "Milk Life" in a new campaign created by Lowe Campbell Ewald.

The "for the most part" part of this story comes from the fact the California Milk Processor Board will continue to use "Got Milk" which was created decades ago by Goodby Silverstein and Partners. Confused yet?

This is like Coke coming out with New Coke. Coke was fine. No one wanted New Coke. No one needed New Coke. New Coke was a marketing disaster of epic proportion.

Now confused people are going to be like, "Wait, what? Does Hayden Panettiere have a milk mustache or is she livin' life with milk?"

by Steve Hall    Feb-24-14   Click to Comment   
Topic: Brands