Da Iry

From peanut butter and history, to cookies and Santa, all the way to the abduction of cows by Aliens, the Got Milk? Campaign is one of the most notorious advertising campaigns with world wide recognition. According to the Got Milk? website, the campaing has over 90% awareness in the United States. The need for the campaign started in the early 90s when dairy farmers in California were experiencing significant losses in consumption each year. Dairy farmer representatives teamed up with Goodby, Silverstein & Partners to start the Got Milk? campaign. It all started on October 29th, 1993, with the airing of their first television commercial. Goodby, Silverstein & Partners have helped increase dairy sales, most notably in California, but across the country as well. Not only can the slogan be seen everywhere, but the phrase has been parodied and copied countless number of times.

The initial campaign in '93 consisted of deprivation advertising. This meaning that each commercial or advertisement set up a scenario in which someone had a full mouth of food, and when they go to wash it down with milk, they find to their horror, that the milk is gone. Recently there has been a new approach. In California there have been a surprising amount of stories that tell about cows going missing from farmers fields. Since the very real problem has not been solved, Goodby, Silverstein & Partners stepped in and took advantage. Their idea: we have the "Earthling perspective, which is, cows are going missing." But what about the aliens' point of view? It goes as such: A race of aliens who desperately need the "white wonder tonic" to cure their array of health ailments find the great, "Da Iry." For those of you slow to catch on, Da Iry is dairy and is the cow that can supply the aliens with their white wonder tonic, or milk as most of us refer to it. Since the start of the campaign milk sales in California have increased each month over the past seven months. Not only is it entertaining but good God, milk does many a body good.



Cass KreitlowHamline Undergraduate StudentJunior1217 Van Buren Saint Paul MN 55104