What is your take on Nutrition? What is the best way in which you can stay healthy and ensure you and your family get the required intake of essential nutrients? Vitamin Supplements? Acai Berries? Protein Shakes? or the good old "Back to Basics" of balanced meals and exercise?
Trends rule. Its cool to get your daily dose of Acai Berry for weight loss and increased verve, Gingko Bilboa for Memory.. a splash of Atkins Diet for a lean mean muscle mass... Do these trends have benefits associated with them? Anybody's guess, but like any other Western discovery, picked up from India, South East Asia or South America, it is welcomed with sensational news coverage, promotional campaigns, media competition in either supporting or slamming the claims of medicinal and health benefits, and ingredient branding in mediocre products.. like "Our protein shake now includes Acai Berry for increased energy levels!"
All to be taken with a pinch of salt? Just a pinch mind you, because increased sodium levels can be hazardous to your blood pressure!
Ever seen the "Got Milk?" campaigns? Got Milk? is an American advertising campaign encouraging the consumption of cow's milk, which was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 and later licensed for use by milk processors and dairy farmers. It has been running since October 29, 1993. In a age of short cuts to good health and nutrition and in the time of vitamin wars between big name manufacturers - the campaign is a wholesome reminder that we need only what Mother Nature makes for us to stay healthy! Too pompous? At, least it got people guzzling...milk!
Also known as the National Milk Mustache Campaign, the Got Milk? is the "umbrella" campaign for print, radio and TV advertising, as well as public relations, promotions and other initiatives. A list activism unplugged! Brooke Shields, Taylor Swift and Heidi Klum - all A list celebrities coming together for a cause, appealing to the masses that "back the basics" is the way to go!
Prior to the “got milk” campaign, Milk was positioned based solely on the benefits sought. The “got milk” campaign positioning is an example of emotional branding. It changed the relevance and distinctiveness of milk as a commodity and repositioned it by making it more desirable! The “got milk” campaign changed the positioning of milk as a commodity to milk as an experience.
As a byproduct of traditional milk advertising campaigns, milk’s brand image among the need fulfillment seeking adults was that of a healthy and wholesome component of a balanced meal. It had an image of being a “fun” and “cool” drink among the kids and “a drink for beauty and strength” among the teenagers, read people who go ga ga over Taylor Swift – the two more sensory target audiences. On a completely different note, I wonder why Lady Gaga has not been roped into the campaign yet!
The campaign did two things.It created a fun and lighthearted creative and engaged the consumers at an emotional level more than at a mental level. It also repositioning Milk by emotional branding – shifted the consumer focus from milk’s commodity brand attributes to milk’s quintessential role in everyday life. It definitely drove people to increase their consumption of Milk and encourage them to make healthier lifestyle choices as a result.
Had enough to drink? Let me leave you with something to chew on...
| "I was Loving it!" |
In a television advert that could kill your appetite, an overweight, middle-aged man is seen lying dead in a morgue holding a half-eaten hamburger as a woman weeps over the linen-clad body.
McDonald's ubiquitous golden arches then trace the dead man's feet with the text "I was lovin' it," a stinging pun on the fast-food chain's long-running slogan "I'm lovin' it."
A voiceover says, "high cholesterol, high blood pressure, heart attacks. Tonight, make it vegetarian.
But the ad enraged McDonald's. "This commercial is outrageous, misleading and unfair to all consumers. McDonald's trusts our customers to put such outlandish propaganda in perspective, and to make food and lifestyle choices that are right for them," spokeswoman Bridget Coffing said.
Opinions vary... Its a world of choices and I am here making the choices for my family. So I choose Milk and Vegetarian Food! However, in a society proliferated with media telling us what to think - like the "Got Milk?" and the vegetarian activism campaigns - how much of what we put in our mouths is really influenced by conscious choice?
Lets Talk!!
