Milk-made: US campaign shakes up competitors

23 : 05 : 2012 Advertising : Ads : Milk Please!

US – American advertising agency Goodby, Silverstein & Partners has created a Got Milk? campaign for the California Milk Processor Board called The Science of Imitation Milk, which promotes cow’s milk by pitting it against imitation milk drinks in a fun, game show-style format.

The Science of Imitation Milk website compares the benefits of natural cow’s milk with those of imitation milk, such as soya and almond milk, through a series of interactive games. Like the website, the campaign’s TV adverts adopt an ironic tongue-in-cheek humour.

This is a great example of a brand harnessing consumer demand for greater transparency and relaying information in a fun, interactive way, as noted in our Gamification microtrend. Find out more about consumer demand for general transparency by reading our At The Source microtrend.

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