Commodity Branding - Research and Analysis Report

Got Milk Campaign

In the early 1990's the "Got Milk" advertising campaign appeared for the first time. On the surface it would appear that creating a brand for a commodity as bland as milk would be difficult. However, the campaign became one of the most iconic in history. Almost 30 years later the campaign is still going "strong" despite numerous changes in demographics and consumer behaviour.

Your task is to research the history and current state of this campaign examining at least 5 information sources beyond the links below.

Given the emerging trends in the milk category, do you believe that new, "Got Milk" brand strategy and execution is a good one and if so, why? Your report should analyze the arc of this long campaign, and include your thoughts on branding a commodity.

Got Milk 2021 article - New Strategy

https://builtin.com/marketing/got-milk-ads-tiktok

Got Milk new ads

https://www.cnn.com/videos/business/2020/07/31/got-milk-new-ads-zw-orig.cnn-business

The Wall - Got Milk Campaign

https://www.youtube.com/watch?v=6SVFHFkX0sc

Formation of the Got Milk Campaign

https://www.youtube.com/watch?v=u7SuAsGQh9s