A little insight into my advertiser-geek background...
In the world of groundbreaking campaigns, "Got Milk" takes the cake. Not only because we can all quote it, or because it's been copied every which way to Sunday... No, the campaign was groundbreaking, because it's such a perfect representation of the way that solid research can affect how an entire generation of people feel about a specific topic. In '93, milk sales had been in a 20 year slump. The CA Milk Processor Board hired Goodby (an ad agency) to help them revive lagging sales. Here's where it gets interesting:
When Goodby did focus group research into how people feel about and use milk, they discovered one overarching truth: no one ever thinks about milk until they need it and it's not there. Research showed that milk only became important when a person cooks, pours a bowl of cereal, or, yes, has a great, big mouthful of peanut butter (as in the first "Got Milk" ad), and they discover that they are out of milk. Thus, they created an entire ad campaign that focused on occasions when people "need" milk, and don't have any.
There are parallels to today's tip - not only because the tip was on milk... Seems to me that people's attitudes toward the planet are similar - we don't even think about things like clean air and water and forests until they're not there.
Wouldn't it be amazing if we could do the research and the work to come up with that one, singular, life-changing, slightly funny ad campaign that could ask an entire world if they "got green?"
OK, so that is a bad example and worse copy, but you get the idea.
-Heather... off to drink wine, not milk...
Posted by: Suzanne | April 11, 2007 at 06:13 AM