Milk processors are launching a new advertising campaign that is bound to gain a lot of attention! Their advertisements are advertising milk to men claiming that milk helps relieve the symptoms of PMS.
This advertising campaign caught my eye for a few reasons. First, it is very clearly directed at men. Men are featured in advertisements and their call to action is to buy milk for their wives so that they do not have to deal with their wives PMS. On the other hand, I can see how this may be directed at women who may just want to relieve their symptoms. This campaign is very different because normally typical grocery items are advertised towards women. Although this may be changing, it has typically been the norm that women do most of the grocery shopping, so it seems that women would be buying the milk. In this campaign the milk processors are trying to inspire men to buy milk. I am not sure how effective this campaign will be because it is going against the gender roles. One thing is for sure, this campaign will be effective at getting laughs, and attention from these laughs. The shocking tack of these advertisements stands out from other methods and will cause milk to stand out in consumers’ minds. Sales may benefit from this.
The second reason why this campaign is so attention grabbing is because of the claims it makes. Supplemented by the article “Got PMS? Milk Marketers Launch an Audacious, Funny New Ad Campaign”, these commercials lead on that milk does more to relieve PMS symptoms than they actually do. The main points of the article are that a PMS study was done in which women were given calcium supplements which did seem to lower their symptoms. Although milk is very high in calcium, it would take drinking four 8-o.z. glasses of non or low fat milk per day to reach the level of calcium that was in the calcium supplements. Drinking this amount of milk per day may actually cause stomach cramps. It appears that more research should have been done before these claims are released, and the research should have included actual milk! The credibility and truth behind these ads needs to be investigated. Regardless, this campaign is quite funny. Hopefully it will receive the positive and comical attention that its intention is to.
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