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Got Milk? Vs. Power of Cheese

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KingGoodby View Drop Down

Joined: 30 Dec 2018
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    Posted: 30 Dec 2018 at 5:31pm
Hi, I'm new here as KingGoodby.

Anyways, with many online reviewers bringing up Got Milk? and Ahh/Behold, The Power of Cheese ads in recent months, I've decided for the longest time to pit the two and let you discuss what ones hold up the best, and you'll later found out why.

 First some historical background. The IDFA helped create the California Milk Processor Board as one of their creations, led by Jeff Manning. The California board noticed some decline in milk sales and they needed to create a good campaign to get people to drink milk. After some failed attempts, they hired Goodby, Silverstien and Partners. With some focus groups telling how desperate they sometimes get when the milk jug is empty, Jeff Goodby coined the cool 90s catchphrase "Got Milk?". The campaign officially launched with "Aaron Burr",and word of mouth eventually got licensed to Dairy Managment Inc. who gave it with localized distribution of the ads, replacing "California Milk Processor Board" with "America's Dairy Farmers", plus the milk mustache ads had the slogan in their own ads, mostly in billboards, schools and magazines happened from there, and confusion happened from there!

DMI/National Cheese Board wanted to capture that same lightning in the bottle that "Got Milk?" had, since they didn't trademark the slogan. So they made a similar campaign that asks "What would you do to get some cheese?" They appartently thought cheese could be advertised as a powerful substance, and thus "The Power Of Cheese" was born! Some were funny, but they used some of the fast camera effects that commercials like GM?'s "Aaron Burr" used, and showed cheese in such weird ways. They hired Roscoe Lee Brown to give it a storybook-suave like voice-over, as opposed to Denny Delk's soft, whisper-like "Got Milk?" voice-over.

Both the milk and cheese campaigns were weaved into pop culture and gave people who occasionally paid attention to commercials something to laugh at.

So now that you know my boring histories, which one do you prefer?

Reply here.

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aka ron View Drop Down
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Joined: 11 Apr 2009
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Post Options Post Options   Thanks (0) Thanks(0)   Quote aka ron Quote  Post ReplyReply Direct Link To This Post Posted: 30 Dec 2018 at 5:51pm
I love my moo juice, and a good steak too.
I can't complain but sometimes I still do.
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DarkRealmStar View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote DarkRealmStar Quote  Post ReplyReply Direct Link To This Post Posted: 31 Dec 2018 at 8:25am
The California Milk Advisory Board originally started advertising "Everybody Needs Milk."  Then some lactose-intolerant health group, and others who questioned the assertion that humans need milk after weaning, made a big fuss about it, saying in essence not every body needs milk because some bodies are lactose intolerant.  Cries of deceptive advertising ensued.  The Milk People came out with "Milk Does A Body Good" to counteract that assertion from the milk killjoy crowd.

Then someone came up with the Got Milk? campaign.

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