Milk

Paper Summary:

The paper examines how increased advertising of health and energy drinks in America has reduced milk consumption and how the dairy industry have used aggressive advertising campaigns in order to increase the popularity of milk. It also looks at the consumption and production in Europe and Thailand as well as the U.S. and the differences in advertising campaigns.

From the Paper:

"Europe's emotional concept features people of all ages drinking milk for good health. Marketers target men aged 18-29 with information that milk is a contemporary drink that gives a man stamina and energy. The emotional concept also targets all people over the age of 50. The angle is that retired individuals especially need the added nutritional benefits. Marketers want people to realize that it's okay to drink milk. Milk is no longer the choice drink of geeks in the lunchroom. Milk is everyone's choice drink. "The rational concept features information on protein, calcium, and vitamins. The ads tell consumers that milk is a tasty drink full of important nutrients. Consumers realize that milk supplies an important part of their nutritional requirements. Milk is something that is needed. Mothers with young children are directly targeted. They are informed that milk will help nutritionally nurture their kids and help them grow to their full potential because it contains protein, potassium and vitamins A, B, and D."

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