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Got Milk 1

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Vocabulary Practice

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Kim Ly
Kim Ly
United States

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Got Milk 1

Vocabulary Practice

Kim Ly
1

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One of the most famous campaigns that came to be in the last 30 years is the Got Milk campaign from the 1990s .
You might recognize it from its bold white font on a black background or from countless celebrities and models wearing the signature white milk on magazines , billboards , and television commercials .
So , what made this campaign about milk so successful ?

History of ? Got Milk ?
During World War II The US government milk production to send to the abroad , advertising it as a drink for healthy bones and teeth .

In the 1980s , there was a dramatic decline in demand for milk due to the rise of sugary drinks .
As demand declined , dairy farmers in the United States didn ? t in production and were asking the government to do something about the of milk sitting on shelves and in warehouses .
To battle the soda giants , the government back by advertising how cool milk could be and how good it was for your body .

The Slogan
In 1993 , Goodby , Silverstein & Partners a focus group . The participants were asked not to drink milk for a week before the study .

The goal was to understand consumers ? milk habits . They discovered that , as one participant put it , people only notice milk when they . Running out of milk was the they were looking for .
This is where the slogan ? got milk ? came from . Instead of the benefits of milk , people focused on the of not having milk .
The ? Got Milk ? campaign ? s success and clever marketing stopped milk sales from declining over the last few decades .

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