In my recent Learn@UW post I compared a potential library ad campaign to the Got Milk? campaign that started in the 90s. I sought out an article that might provide some insight into that ad campaign.
This quote from the article seems to suit libraries well: "Elated, Manning and Goodby sought to extend this dual strategy. They wanted to continue with the deprivation strategy, stimulating people to drink milk when they ate complementary foods. And, in addition, they also wanted to seize the opportunity to revamp milk's symbolism. Their second round of ads would continue to push milk's image from boring and old-fashioned drink to one that was cool and interesting."
8 years ago