National Milk Promotion
VERNON ACHENBACH JR.
Lancaster Fanning Staff
HARRISBURG (Dauphin
Co.) Dairy producers who sup
port the Pennsylvania Dairy Prom
otion Program and MAMMA may
be able to see some of the fruits of
their milk promotion dollars this
fall as a nationally award winning
series of dairy promotion commer
cials can be expected to be seen
across the nation.
The series of commercials were
produced by the California Milk
processor won acclaim
within the advertising industry,
going head-to-head against all
other types of commercial televi
sion advertising campaigns.
PDPP is able to buy into the
program because it is a member of
a cooperative national agreement
between milk promotion boards to
share support of high quality mark
eting information and advertising
production.
Dairy Management Inc. was
formed this January to oversee the
administration of collective prom
otion programs, with oversight
provided by the board’s of direc
tors of the National Dairy Board
and the United Dairy Industry
Association.
PDPP is a partner in the UDIA.
On May 24 both boards voted to
adopt the California Milk Proces
sor Board’s “Got Milk?” campaign
for DMl’s national fluid milk
advertising.
The campaign includes a series
of seven commercials, all based on
“deprivation,” according to
Richard Norton, manager of the
Middle Atlantic Milk Marketing
Association (MAMMA).
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Norton said Friday morning that
he had just finished discussions in
Chicago on Thursday about parti
cipating in the national campaign.
He said that it is expected that
every promotion board across the
nation will be participating.
He praised the quality and effec
tiveness of the commercials, and
said that after initially being aired
in California, milk sales responded
well
He expressed confidence that
this series should be effective in
boosting milk sales nationally.
“Uniting behind one effective
fluid milk message to consumers is
the best way the industry can focus
its resources and have the most
impact,” said Herman Brubaker,
chairman of DMI and a dairy pro
ducer in West Alexandria, Ohio.
"DMI is providing the leader
ship needed to unite the industry
behind one message to the
consumer.” ,
According to Brian Ross, mana
ger of the PDPP, not only is the
promotion program buying into
the national promotion, but New
York is as well.
“They’re very good spots,” said
Ross. “They ate some of die best
on the market”
Currently, DMI has two of the
largest fluid milk campaigns on the
air its “Milk. Help Yourself"
series and the “Got Milk?"
According to a news release
from DMI, “Both ate behavior
oriented campaigns that comple
ment the nutrition-oriented mes
sages in the Milk Processor Prom
otion Board’s ‘Milk. What a
Surprise!’ print campaign
launched in in January.”
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Campaign Offers Top Television Ads
The seven “Got Milk?" com
mercials deal with different sce
narios. but all the same theme
someone eats or wants <o east a
food that traditionally gets washed
down with milk, such as chocolate
chip cookies, a brownie, or a bowl
of cereal: and there is no milk.
In the top award winner, called
“Aaron Burr.” a young man eats a
thick peanut butter sandwich and
just after it’s in his mouth, the tele
phone rings.
This young man is an expert on
Aaron Burr and is listening to a
radio quiz show program offering
$lO,OOO for the right answer to a
history question. The answer is
“Aaron Burr.”
However, the young • man
doesn’t have enough milk on hand
to wash down the peanut butter
sandwich and answer the question.
Others in the series are called
“Baby & Cat," "Couple,”
“Heaven,” “Insomniac,” “Diner,”
and “Santa.”
Without giving away the uni
queness of the commercials, in
Baby & Cat, a father runs out of
milk for his cereal and notices that
his baby has milk in its bottle and
the cat has a bowl of milk.
In the Couple, a young women
tells her fiance that she can’t
believe what he did to her. Not
knowing that she is upset about
him drinking the last of the milk
and leaving her without any for
cereal, he then confeses that the
diamond ring isn’t real, and that he
has a prison record.
In Heaven, an arrogant mean
spirited business man is killed by a
truck and goes into the afterlife.
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In the television commercial called Baby & Cat, this
father/family man is upset because he has run out of milk
and can’t enjoy his morning bowl of cereal.
Looking out, the man sees that his baby, In a high chair at
the other end of the table, has milk. In another scene not
shown, the man also notices that the family cat is drinking
milk from a saucer.
With this closeup of the baby and the milk bottle, the
sound track Indicates rejection of the idea of taking the
baby’s milk for the cereal. However, a cat howl is heard
briefly after that.
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