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MILK ALIENS INTEGRATED CAMPAIGN
GOODBY SILVERSTEIN & PARTNERS, San Francisco / CALIFORNIA MILK BOARD / 2007
Awards:
Overview
Credits
Overview
CampaignDescription
The new Got Milk campaign is a big departure from 13 years of depravation advertising. Milk is a commodity product that everyone already feels educated about. It was time for a new approach. The story begins with farmers whose cows are abducted and then the story continues with a race of aliens who desperately need the “white wonder tonic” to cure their array of ailments.
Implementation
The campaign was first launched with the farmer’s story. Cow abduction posters drove people to cowadbuction.com, Weekly World News covered the story, and cowabduction.com became a place for people to share their abduction stories. Then, the TV campaign and planetinneed.com told the story of the aliens. Finally, Da-Iry, the surpreme one, was given a MySpace page and now has over 35,000 friends.
Relevancy
The web sites were extremely successful with over a million and a half visitors to date. The overall campaign was featured on CNN, CNBC, and honored at the International UFO Congress. Peoples’ image of milk has changed and sales are up. Sales have been up for seven consecutive months, selling 8 million more gallons than in 2005.
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