Our Blog: where do you stand?

Ashlyn Brewer says:

Wed, July 13, 2011 at 4:38:pm

I’m sure anyone who knows me can quickly guess whether I think this is funny or a failure.

Two things:

1.  It really saddens me that this is the approach to communicating a woman’s health message. First of all, it stereotypes women as crazy, evil and brow-beating, not exactly appealing if we’re the ultimate target of the product.

2.  This quote from the NYT article is infuriating:

“The idea, says Jeff Goodby, who shares the title of co-chairman at Goodby, Silverstein with Rich Silverstein, is to “enlist the spouse or significant other” of women to encourage them to drink milk.” 

I hope there aren’t many men out there who would actually try this!

Susan Zumwinkel says:

Wed, July 13, 2011 at 5:07:pm

I totally agree with you Ashlyn.  Failure!  I don’t find it humorous that millions of women suffer from PMS and a national milk campaign thinks its a “funny” topic to profit from.  Fortunately, I wasn’t “crazy” enough to marry a man who would actually try this approach!

Jessica says:

Thu, July 14, 2011 at 8:00:am

I also agree that the campaign is offensive and downright disgusting, but I do wonder how effective it will be in terms of increasing milk sales and bringing attention to the idea that milk can lower symptoms of PMS. I can’t imagine that the individuals who created this campaign didn’t think about the backlash or implications the campaign would have. I think they cared more about stirring the pot and bringing attention to the campaign, and if that was their goal, people are definitely talking about it.

Nick Sargent says:

Thu, July 14, 2011 at 8:12:am

This seems like a rejected treatment for Axe Body Wash. It’s unbelievable that the Milk Board would risk offending its broader customer base (who see milk as wholesome, both literally and figuratively) for what has to be a niche customer base.

It’s easy to chide the ad agency who put this together, but who at the California Milk Processor Board thought this was a good idea?

Maggie Brandt says:

Thu, July 14, 2011 at 8:53:am

Jessica, I agree with you. I wonder how much of this campaign is really meant to motivate men to drive out to the grocery store, pick up a gallon of milk, and pour it down their moody wives’ throats, and how much of it is just about getting attention.

I am interested to see what metrics they plan to use to measure the success of this campaign.

Maya says:

Thu, July 14, 2011 at 9:52:am

So far, you’re mostly in agreement that this campaign was a poor idea… anyone think this campaign is genious?

Right after this post went up, I came across this interesting article. Perhaps we should share with the California Milk Processor Board?

http://prfirms.org/voice/2011/creative-tips-for-talking-about-the-unmentionable

María Len-Ríos says:

Thu, July 14, 2011 at 10:47:am

Sorry I can’t say it’s genius. I get the campaign is supposed to be funny. Call me a sourpuss…it’s just not funny.

I didn’t read any women quoted on the creative side, but the group says they’ve done research. Well, women between 35 and 44 with children at home are the biggest fresh milk consumers. We’re talking Moms—me. I don’t know if targeting women by targeting the ads to men is effective. I’m not armed with research, but the biggest reason to buy milk is the kids.

If the big selling point for women is that calcium reduces PMS symptoms - Hello! Bone health would be a better bet. Yes, it won’t create the buzz, but why turn off consumers? Women could boycott milk and buy tofu, spinach, peas, baked beans, broccoli and almonds, which are calcium-rich. Even better, we can buy yogurt and support breast cancer research. 

(Yup, I’ll buy milk for the kiddos anyway…but I much preferred the old campaign.)

Maya says:

Thu, July 14, 2011 at 11:00:am

Thanks for weighing in, Maria. It will be interesting to see if people boycott milk (or take any other action) after seeing this campaign.

Ashlyn Brewer says:

Thu, July 14, 2011 at 12:00:pm

Dr. Len-Rios, thank you for commenting. I think you make a great point that women could easily obtain their calcium through non-milk sources, and all the attention paid to this campaign is leading to outraged bloggers communicating that exact message. I read about the calcium in tofu and leafy greens on at least three major website yesterday. The campaign backlash is giving attention to a health fact the California Milk Processors Board would probably prefer we didn’t know.

Many of you may be correct that the true strategy was to get attention, not to drive purchase intent, but I think we need to evaluate if attention for attention’s sake is really valuable to the Board’s ultimate goals. I tend to doubt that it is.

Margie Cook says:

Thu, July 14, 2011 at 1:02:pm

While I’ll refrain from jumping into the “Failure or Funny” fray, I’d like to remind everyone that not all calcium sources are created equal. It’s true that broccoli, beans and spinach naturally contain calcium. However, dairy products are the best natural source of this bone-building nutrient. For example, you’d have to eat 2 1/2 cups of broccoli, 7 cups of red beans or 8 cups of spinach to get the same amount of calcium found in one 8-oz glass of milk or cup of yogurt. So, while the success of the campaign is definitely debatable, dairy’s place as the richest food source of calcium is not.
Margie Cook, Registered Dietitian, St. Louis Dairy Council

Maya says:

Thu, July 14, 2011 at 3:32:pm

Margie - I respect your right to not comment on “Funny or Failure” and appreciate the information you’re providing on the benefits of dairy. Thanks for your perspective

Farrell says:

Fri, July 15, 2011 at 1:17:pm

I don’t think the campaign is necessarily funny (it might elicit a chuckle or two at best) but I’m not about to get all bent out of shape about it either. I admire the risk-taking aspects of it and it’s certainly not a fail since it’s being talked about. - Though whether it is a true failure or true success will depend on milk sales I suppose.

I also don’t think there is going to be a huge “milk boycott” because as Len-Rios pointed out, milk is typically bought by moms for their kids.
Which is why I don’t think targeting men is probably the best bet as the majority of those running to the grocery store are women. I can’t see men making a midnight run to 7-11 for a carton of milk to calm their angry, moody wives. Unless she’s pregnant, and the man is very smart:)

As for the whole angle - I’d like to see this study because I am a woman, I do suffer from PMS, and I do include lots of calcium in my diet and it does not appear to help.