Kelly Fisher - Got Milk - Speaker Prep

Today Kelly Fisher is going to come speak to the class about her involvement in the Got Milk? campaign.  The campaign was started in 1993 by the Milk Processor Education Program with a goal of promoting the consumption of milk and also informing people that it's the world's number one thirst quencher.  I have no arguments here, milk is my favorite breakfast, lunch, and dinner beverage six out of seven days a week.  I haven't tried to "One gallon of milk in an hour" challenge yet, but I think I could do it.

Anyways, when the campaign started it was very bland compared to where it is today.  It started with scenes of people with a mouth full of some kind of dry food and looking to milk to act as some kind of washing down savior for their dry food. Now a days, they have incorporated famous athletes, actors, and even Batman, which by far, no questions asked, is the best super hero of all time.

The Got Milk? campaign has grown and statistics show that it's achieved around 90% awareness in the US.  While they have always tried to stress the importance of the nutritional value of milk, they have also tried to convey the message to consumers that it belongs in the "cool" and "hip" category of beverages along with popular sodas and sports drinks.

How tough was it, compared to other products you've worked on, to come up with a campaign for a simple and, no offense, bland product like milk?

Do you think you've reached your top out point of awareness in the US? I feel like everyone knows of the campaign these days.  If so, how going forward are you going to reposition or realign your campaign to keep trying to get new customers?