Analyzing the Effectiveness and Likability of the “Got Milk?”, “Milk Life”, and “#Gotmilkchallenge” Advertising Campaigns

Abstract

To increase fluid milk demand, MilkPEP developed three national campaigns promoting fluid milk, “Got Milk?”, “Milk Life,” and “#GotMilkChallenge.” The objectives of this thesis are twofold: (1) determine which of the campaigns disrupted the decreasing trend in per capita consumption of fluid milk and (2) determine which of the campaigns was most successful in getting consumers to buy fluid milk. First, econometric analysis was used to model fluid milk demand using monthly data from July 1995 to November 2022. Second, marketing materials associated with the three campaigns were analyzed using survey and neurophysiological technologies.

Based on the econometric analysis, no campaign disrupted the decreasing trend in milk consumption. Analyses of the marketing materials had variable impacts. According to survey participants, “Milk Life” commercials were the most effective in influencing people to buy milk. The “Got Milk?” commercials were the most liked, and “Milk Life” printed promotions were the most liked.