RIP ‘Got Milk?’ — But New Protein Play Could Score
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The spot might be a bit on the grandiose side, but print ads are more specific and therefore stronger. “What 8 grams of protein looks like when you’re breaking the laws of physics,” reads one. “What 8 grams of protein looks like when you bring justice to the living room,” reads another. The visuals work better in print as well. The freeze-frames of break dancing and playing basketball amid a swirl of milk are arresting without crossing the line into “Ewww, milk shower.” Combined, these print ads make it clear that milk is powering people through physical activity.
If MilkPEP and Lowe evolve this campaign carefully, it might be able to power sales as well.
At least until the next round of research shows that protein will send us all to an early grave.
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