With a new category placed on my blog, I feel as it would be appropriate to give out some commentary on a new campaign. As much as a I hate ‘parody advertising’ or using pre-existing advertising campaigns and changing the words around, this title deserves it. Much like Windows, T-Mobile and just about everyone else using Apple’s campaign for their own product, it just reminds consumers how good the original campaign was. To take it a step further, Window’s mimicked the Apple Store’s layout for their own store, again, reminding consumers how much better the original is. Although, research indicates that Window’s Nokia Lumia is a far more advanced phone than the iPhone, the store business model places a Apple vs. PC battle in which PC will never win.
What brings up the title of this post is the success Goodby Silverstein’s Got Milk? for the California Milk Board. After that, the popularity increased for more food boards to start banding together to create a larger brand consideration for the entire product, not just for their own company. Crispin Porter & Bogusky created a campaign for the product of baby carrots. Although it did not run for long or even nationwide, it placed the food into the ‘snack’ category and even joked about it being junk food. As of last night at 1am, so I guess early this morning if you want to get technical, the Lobster industry announced they would like a similar brand product boost and campaign (much like Got Milk?) for lobsters in general. With a new budget of somewhere around $3 million, it trumps their previous $400,000 and opens up a whole new book of opportunity.
I can say right now that it’s great that more food companies and boards are combining their efforts to create an overall stronger brand. Who care’s what brand of milk (to some extent), carrots and well, lobster you buy as long as you buy the product in general. Each of the three products stands out on its own in the grocery store, much as in the consumer’s taste buds. I’m not even the biggest lobster fan, I prefer shrimp and tuna, but I can say that I’m very excited to see how the new budget and campaign will work out for them.