Why milk commercial

Why the Titans' defense might make them the AFC's best team. Titans' A. Brown admits he battled depression, thought about suicide. Josh Reynolds confirms reason he asked for release from Titans. Titans' Adrian Peterson: My son told me I was running too high. Error Please enter an email address. Success Thanks for signing up. Please check your email for a confirmation. Updated pm ET. The original "Got Milk? Now the famous tagline is returning after a six-year hiatus to take advantage of a surge in milk sales during the coronavirus pandemic that industry watchers say is the result of more consumers staying home.

Prior to the coronavirus pandemic, milk sales were down between one and two percent per year. Now sales have jumped 4 percent since January, according to data from the marketing research firm IRI, a significant increase for a product that 94 percent of U.

The marketing landscape, however, has changed radically since the mid-nineties heyday of TV advertising, when a memorable commercial could generate a cultural conversation — a level of engagement mostly reserved for Super Bowl ads nowadays.

An undated photo shows tennis sensation Serena Williams, who took part in the Milk Mustache ad campaign. Williams joined other stand-out athletes who have donned the famous 'stache including Mia Hamm, Kevin Garnett, and Andy Roddick.

Celebrities were paramount to the campaign. A list of the big names that appeared in early print ads reads like the roster of a major 90s' award show, with models such as Kate Moss and Tyra Banks appearing alongside pop stars like Britney Spears and sports legends including Dennis Rodman and Venus and Serena Williams. In the decade that followed, the campaign's winning formula remained the same for the most part, except now a new generation of pop stars, such as Taylor Swift and Miley Cyrus, were the ones sporting the classic milk mustache.

Now it also competes with sports drinks, energy drinks, seltzer and kombucha. Say nothing of alternative milks, such as oat milk, almond milk and soy milk, all of which continue to climb in popularity — even as dairy milk consumption wanes. But last March, as the pandemic sent shoppers scrambling for household staples and comfort food — boosting milk sales for the first time in years — an opportunity presented itself.

The MilkPEP team noticed shoppers prioritizing kitchen essentials — they were going out and getting milk. Instead of print ads full of celebrities, though, the campaign relied on digital-first ads featuring mostly user-generated content. Related What Makes an Ad Effective?

And the push into TikTok has made even clearer its intentions to capture Gen Z. TikTok can be effective for top-of-funnel marketing : Challenges and memes routinely swell into overnight sensations, driving brand awareness into the farthest corners of popular culture — even if the product was once perceived as plain see: Ocean Spray. Countless grocery and retail brands have flocked to the platform, trying to build rapport with the younger demographics dwelling there.

Indeed, to reach Gen Z, it had to rethink the substance of its content. For years, that playbook focused on talking up the functional benefits of milk. Milk ads targeting boys often mentioned how it could help them reach their optimal height, and the ones for girls frequently associated the drink with nice smiles and skin. And many milk ads showcased athletes of all ages using it as a recovery drink.

But after poring over new consumer research and running focus groups, MilkPEP learned that kids today seem to care less about what milk supposedly does for their bodies.