After sales dropped in the wake of plant-based popularity, dairy is experiencing a resurgence as people in lockdown opt for comfort foods - and the milk industry is taking note. We explore the insights behind why the new 'Got Milk?' ads are adapting their messaging for younger generations.
Of the many outcomes of lockdown, one is that people are drinking more milk. Between adults and kids indulging in dairy and comfort foods such as bowls of cereal reigning supreme, sales are surging and aiding an industry that had been struggling for some time. Following milk’s somewhat unexpected success, Got Milk? has revamped and relaunched its iconic ad campaign. The TV ads, which are running online as well, are inspired by TikTok-style challenges, featuring user-created content of people using milk in creative ways, and Olympian swimmer Katie Ledecky doing lengths while balancing a glass of milk on her head. And it’s a message that’s resonating: #GotMilkChallenge on TikTok has over 3.3 billion views.
Before the outbreak, people were largely turning away from milk: 1 in 5 Americans said they were consuming less dairy for health reasons, and substitutes like oat and almond milk were becoming increasingly popular. In November 2019, Dean Foods, America’s largest dairy company, filed for bankruptcy because of low demand. But the pandemic and its associated stresses seem to have changed people’s eating and drinking habits. By tapping into the nostalgic memories of classic 'Got Milk?' ads while updating the format for a younger audience, the brand offers an example of how to stay true to your brand values while making products more relevant to the present-day.
Ope Oduwole is a junior behavioural analyst at Canvas8. He has a BA from the University of Nottingham and leans on the inquisitive nature of his studies. With an avid interest in all things creative, if he’s not at a concert or poetry reading, he’s buried inside a book with a cup of green tea.
