812-Lancaster Farming, Saturday, December 2, 1995
To launch the new “got milk?” advertising campaign, the American Dairy Associa
tion and Dairy Council organized a “got milk?” patrol In New York CHy to search for
real-life milk drinkers. Rolierbladlng milkmen searched popular city hangouts and
took photos of people found drinking milk. Three lucky milk drinkers will be selected
to have their face featured on a "got milk?” billboard In their hometown.
CEDAR KNOLLS, NJ How
do you create regional awareness
for the largest advertising cam
paign your organization has ever
launched?
If your product is milk, you
deliver the message in person with
ten skating milkmen in tow.
In an innovative marriage of
public relations and advertising,
the American Dairy Association
and Dairy Council, Inc. (ADADC)
sent ten professional in-line ska
ters, dressed in the white garb of
traditional milkmen, to beat the
streets of Manhattan in search of
real-life milk drinkers. The event,
held on September 28, kicked off
the local release of the award
winning “got milk?” advertising
campaign and was aimed at rais
ing awareness of the campaign in
the New York metropolitan area.
The milkmen and women
glided through four popular Man
hattan hangouts in search of the
"got milk?” face of the 90’s.
Those who were found with the
great white or chocolate
beverage were photographed and
became eligible to be one of three
winners whose face will be fea
tured on a billboard in their home
town area.
American Dairy Association and Dairy Council's “got milk?" patrol of rollerfaladlng
milkmen "caught” this New Yorker drinking milk at Rockefeller Center. The "got
milk?” patrol searched popular city hangouts for reaMlfe milk drinkers to launch
milk s new advertising campaign. Anyone found drinking milk had their photo taken
and became eligible to have their face featured on a "got milk?” billboard In their
got mi
“You have to take chances in
this business in order to get atten
tion,” said Brenda Beltram, Direc
tor of Public Relations for
ADADC. “But, you also have to
plan events that are unusual, fun
and offer a wide variety of pre
event and post-event publicity
opportunities. In this case, the pre
event publicity was so strong that
we even had cab drivers pulling up
to the sites, showing us that they
had milk.”
In spite of competition from the
much-publicized O.J. Simpson
trial, which was in closing argu
ments at the time of the event, the
milkmen did catch the attention of
many New York City media gate
keepers. The skating milkmen
were the talk of the town on radio
stations from easy listening to
alternative rock and were featured
multiple times on two of the mar
ket’s top three morning shows.
One station dubbed the skating
milkmen event, “the best thing to
happen to New York next to the
Pope’s visit” UPI and AP wire
services ran the information and
print coverage of the event
extended from midtown to the
outer boroughs.
k?
According to Beltram, events
such as the “got milk?” face of the
90’s search, wth multiple publici
ty angles, are the most effective in
reinforcing a message through the
media. In addition to the unique
opportunity to see ten skating
milkmen, this event also marked
the launch of the largest fluid milk
advertising campaign ever ini
tiated by ADADC and offered an
opportunity for local people to be
featured as part of a national
advertising campaign. The contest
itself was a story perfect for pre
event covrage, and the image of a
90’s-style milkman on in-line
skates was a great visual for print.
At the event, a survey was taken to
find out what each participant’s
favorite snack with milk was for a
post-event survey release. In
short, the event offered something
for every editorial appetite.
Because of the event’s success,
ADADC has plans to host other
appearances by (he skating milk
men and may tie them in to future
sponsorship activities to generate
awareness both about the cam
paign and about the overall bene
fits of drinking milk.
SEE YOUR NEAREST
&
DEALER
FOR DEPENDABLE
EQUIPMENT & SERVICE
PENNSYLVANIA
L - * - 1
Annvlllg, PA Honev Brook. Pi
BHM Farm Dependable
Equipment, Motor Co.
Inc. East Main Street
RD 1, Rte. 934 215-273-3131
717-867-2211 215-273-3737
Carlisle. PA New Holland. PA
R&W A.B.C. Groff, Inc.
Equipment Co. ll“!?f; i R o “ lroad
35 East Willow Street 19
717-243-2686
PlBYi pa
Elizabethtown, pa C.J. Wonsidler
Messick Farm Bros.
Equipment, Inc. l?;9jL
Rt 203 - Rheetn's
Exit
717-367-1319 Pitman. PA
Schreffler
Equipment
Pitman, PA
717-648-1120
Halifax. PA
Sweigard Bros.
R.D. 3, Box 13
717-896-3414
Tamaoua. PA
Honev Grova. PA Charles S.
Norman D. Clark Snyder, Inc.
& Son, Inc. r.d. 3
Honey Grove, PA 717-386-5945
717-734-3682
Loysville, PA
717-789-3117
S.G. Lewis & Son, Inc.
352 N. Jennersville Rd.
610-869-2214
1-800-869-9029
MARYLAND
Frederick. MD
Ceresville Ford New Holland, Inc.
Rt. 26 East 301-662-4197
Outside MD, 800-331-9122
NEW JERSEY
BridMton. n.i fflagnuigion. HJ
Leslie G Fogg, Smith Tractor &
Inc. Equip., Inc.
Canton & Stow Creek
Landing Rd. 908-689-7900
609-451-2727
609-935-5146
6
KWHOUAN)
Owen Supply Co.
Broad Street &
East Avenue
609-769-0308