{"id":1410,"date":"2007-07-15T14:04:48","date_gmt":"2007-07-15T22:04:48","guid":{"rendered":"http:\/\/lee.org\/blog\/archives\/2007\/07\/15\/got-milk-ads-dont-work\/"},"modified":"2007-07-15T14:04:48","modified_gmt":"2007-07-15T22:04:48","slug":"got-milk-ads-dont-work","status":"publish","type":"post","link":"https:\/\/www.lee.org\/blog\/2007\/07\/15\/got-milk-ads-dont-work\/","title":{"rendered":"Got Milk ads don&#8217;t work"},"content":{"rendered":"<p><a href=\"http:\/\/lee.org\/blog\/wp-content\/uploads\/2007\/07\/milkpep-failure.jpg\" title=\"milkpep-failure.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/lee.org\/blog\/wp-content\/uploads\/2007\/07\/milkpep-failure.thumbnail.jpg\" alt=\"milkpep-failure.jpg\" class=\"imageframe\" align=\"right\" height=\"172\" width=\"200\" \/><\/a>I had a little discussion with someone at my new job a few days ago. We were talking about how &#8220;obviously successful&#8221; the Got Milk ads have been. I recalled mention that they generated a lot of recognition but not so much in the get-people-to-drink-milk category. I did some homework and was amazed to find out how true that is.<\/p>\n<p>It would appear that the $20 million+ per year Got Milk ad campaign has pretty solidly failed. It is called the &#8220;Milkpep&#8221; program and it started in 1995. Take a look at the chart to the right to see how effective the program has been. There was a blip the year after the program started but per-capita and total sales of fluid milk have continued to fall pretty much continuously since it&#8217;s inception. Notably, the rate of change of per-capita consumption hasn&#8217;t changed. In other words, it&#8217;s very hard for them to say &#8220;Well, people would have been drinking even less milk if it weren&#8217;t for the ads.&#8221;<\/p>\n<p>I found this information in the Dairy Facts Book 2006, put out by the International Dairy Foods Association. (<a href=\"http:\/\/lee.org\/blog\/wp-content\/uploads\/2007\/07\/DAIRY_Facts_Book_2006.pdf\">local copy<\/a>)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I had a little discussion with someone at my new job a few days ago. We were talking about how &#8220;obviously successful&#8221; the Got Milk ads have been. I recalled mention that they generated a lot of recognition but not so much in the get-people-to-drink-milk category. I did some homework and was amazed to find [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1410","post","type-post","status-publish","format-standard","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/www.lee.org\/blog\/wp-json\/wp\/v2\/posts\/1410","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lee.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lee.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lee.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lee.org\/blog\/wp-json\/wp\/v2\/comments?post=1410"}],"version-history":[{"count":0,"href":"https:\/\/www.lee.org\/blog\/wp-json\/wp\/v2\/posts\/1410\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.lee.org\/blog\/wp-json\/wp\/v2\/media?parent=1410"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lee.org\/blog\/wp-json\/wp\/v2\/categories?post=1410"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lee.org\/blog\/wp-json\/wp\/v2\/tags?post=1410"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}