Milk to the Rescue!

Posted: March 29, 2013 in Uncategorized


Got Milk ran a 30-second campaign ad entitled “Milk to the Rescue” in May 2005. The ad was shown on multiple major broadcasting stations, and was created by Goodby, Silverstein & Partners. The ad showed numerous men frantically grabbing gallons and cartons of milk off shelves and from milk trucks. Initially, the consumer audience would be perceived as men, however, as the commercial later shows, that is not the case at all.

-Facet of Effect-


“Milk to the Rescue” fits under the Persuasion Facet of Effect. Milk is generally portrayed toward kids, growing teenage boys, or, as in Got Milk? ‘s other commercials, athletes. Now Got Milk? is trying to persuade their audience that the consumers should be women, as well.

Motivation plays a large role in this video, as it shows men extremely motivated to bring the milk home to their wife, in an attempt to restore tranquility. Conviction and Credibility go hand-in-hand and are also present in this ad. Not only does the ad play on emotions, but it includes a scientifically proven fact, so the ad has credibility.


The way to measure success in this instance would be in their sales in milk escalated (although it would be still be difficult to tell if the milk was being bought for hormonal wives, or teenage sons). However, the ad didn’t work out quite as good as they were hoping. Many women came out to protest the sex-discrimination that the ad supposedly possessed.

Obviously, the California Milk Board didn’t think it made enough of an impact on women because they made a second PMS campaign in 2011. “We did it in the past, but the women just didn’t drink enough milk,” Jeff Goodby, chairman of Goodby, Silverstein & Partners joked to the New York Times. “If they’d only drink enough, we wouldn’t come back.”

Profile of Target Market 


The demographic was advertisement that was most certainly directed at gender. The product (milk) is shown to be extremely beneficial.

This is an explicitly consumer-targeted commercial. Until the very end, you assume Got Milk is trying to show you all the men who buy milk, and how it must be a manly product. However, the commercial ends with a man entering the house with roses…and a bag of milk and calling to his wife. The commercial informs consumers how the calcium in milk helps women with PMS.

Since this was directed to women who were PMS-ing, it would mostly likely be women around 30-50 years of age. Since the ad ran in 1995, this would encompass mainly the Baby Boomers and Generation Jones.


It is hard to label the psychological factor of people who would buy milk, since it’s a pretty common bland product. However, if I was to choose a VALs label, I would choose the Self-Expression. This includes the experiences and makers, and the advertisement was talking about the experience that happens at home, and making them more enjoyable.


In any other milk advertisement, this would fit under the definition of do-think-feel “Habit.” Buying a standard food product generally becomes a habit. However this advertisement wants the consumer to think of the milk in a new light–not just remind them of satisfaction. Because of this, I believe the name Purchase Decision that aptly describes “Milk to the Rescue” is a Learning/ Interest goal. This advertisement’s objectives are described as providing information and touching on emotions, which is what this ad does. It provides newly-released scientific findings on calcium and PMS, then applies that to the emotions of the family. It fits under the Think-Feel-Do Path.

-Personal Analysis-

I do not think this advertisement was an effective as it could have been. In most of their other ads, Got Milk? uses celebrities to promote milk. Here, they are making a jab at women with PMS and how their husbands need to be rescued from it.

Although it was funny, and likely drew laughs, especially from men, many condemned it as “sexist” and demanded that the campaign be removed. It was an advertisement that provided an excellent example of who the product was targeted AT, yet the example was unflattering to the person who would generally buy the product (the woman) .


A 2011 campaign poster:



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