In this article:
- The rise of vegan substitutes for dairy milk prompted the California Milk Processor Board (CMPB) to come up with something beyond “Got Milk?”
- Its new slogan pokes fun at the idea of trying to get people to give up on what they love, which allegedly includes real milk.
- And there’s an obvious CRM Marketing play here, too.
The California Milk Processor Board (CMPB), which gained fame for its highly memorable “Got Milk?” slogan now has a new angle on pushing for real dairy in the face of vegan alternatives that it calls “Never Doubt What You Love” (NDWYL).
Brian Baumgartner, who became famous for the role of Kevin on “The Office” and Julissa Calderon, from Netflix’s “Gentefied” star in the spots that question the concept of questioning the love of cow’s milk by playing on the idea of “disinformation.”
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“DISINFORMATION IS EVERYWHERE THESE DAYS. BUT WILL IT MAKE CALIFORNIANS DOUBT WHAT THEY LOVE MOST?” declares the site devoted to the new campaign. It continues to explain the media-mocking approach of the commercial.
“When even the most wholesome things are called into question, it’s important to trust your heart. That’s why ‘got milk?’ took to the street with our host, Brian Baumgartner, to see if disinformation could make Californians doubt their love for all things good.”
In that context, “real milk” gets listed as “one of those things” that people love and depend on. By pointing out that humans have consumed milk for thousands of years, it makes the point that it is something bound up with human history. The implication is that all the vegan forms of milk that people consider healthier alternatives today don’t have the backing of tradition and deeply felt connection that only real dairy offers.
PostFunnel’s take: Politics and life choices aside, what’s interesting about this move by the CMPB is how it’s doubling down on its brand and product’s strengths – which is sometimes being forgotten or taken for granted by brands that often try to catch a new trend. CMPB’s move is looking at the trend and steering directly into it, meeting it head-on. It’s brave, somewhat controversial, and plays on sentiments that can help nurture meaningful relationships with customers, such as nostalgia and tradition.
So if you enjoy dairy milk in your coffee or with your cookies, this commercial is there to remind you that you should stick with what you love rather than chase the newfangled stuff out there that seeks to supplant what is undoubtedly good.