The advertising campaign for 'Got Milk?' has continued to be effective and successful over the past decade by using the Liking Principle of Social Influence. The ads emphasize many factors of the Liking Principle and highlight the brand's positive attributes. The 'Got Milk?' ads have gained a great deal of exposure since they first appeared in 1995 and been named a top commercial ad by USA Today (www.gotmilk.com/), and given new meaning to the slogan with the "Milk Mustache" image.
The brand and ad campaign have become very familiar to the public with a high exposure and repetition, both important factors of the liking principle. The ads have moved from a print ad and into a valued brand with products and merchandise; there are even parodies mocking the popular slogan, which have also increased brand exposure.
The ads are familiar also because of their consistent brand attributes highlighted through repetition, which include the 'Got Milk?' slogan, a milk mustache, and a creative title or question related to the ad spokesperson.
The ads also bring good news or emphasize positive information promoting milk and health. The integration of the product, the spokesperson, and the information uses the liking principle to allow viewers to admire a favorite celebrity or athlete while also relating to them in some way.
The ad campaign uses famous athletes, musicians, celebrities, actors, models, superheroes, and many well-liked public figures. Viewers feel similar to those spokespeople if they share an interest and relate through the activity of how the spokesmodel is famous.
Not only do they like sharing an interest with these spokespeople, but they pick physically attractive ones too that will be admired. David Beckham and Heidi Klum are well-liked celebrities not just for their skills, but their beauty. The ads highlight their positive beautiful features and promote that by drinking milk and liking these ads, viewers too can strive to look just like them. The message of the ad is always connecting the viewer to the spokesperson through positive encouragement.
This ad's direct message is, "Drink it in. Pop star? Not exactly. Milk is more my move....so shut up and drink." Viewers are encouraged in a positive message to be just like Rihanna and drink more milk to help teen health, and incorporate one of her songs "Shut up and Drive" into the message as well to connect more with her. Not only is the campaign encouraging the viewer to drink milk, but so is Rihanna because milk is her move too.
And who doesn't want to feel like Rihanna?
SOURCES
http://www.gotmilk.com/
http://www.whygotmilk.com/
http://www.bodybymilk.com/
