Tuesday, April 12, 2005

How to Promote an Entire Industry Successfully

Great article in today's Fresno Bee about the success of the "Real California Cheese" campaign. Check this out "California's dairy industry in 1982 found itself faced with declining fluid milk consumption and a surplus of milk produced in the state. The advisory board, which represents the state's dairy producers and is funded by assessments that dairy operators pay, spent more than $1 million to starting in 1983 for a Stanford Research Institute analysis of growth options"

Are you listening,
Wine Market Council???


Anonymous Anonymous said...

So what the heck are saying, they should start making lots of brandy?

April 13, 2005 1:11 AM  
Anonymous Anonymous said...

I think it means they should start looking into a simple accessible market strategy. From the previous posts it would seem the WMC’s current campaign is “stodgy, stuffy and old”.

The “Got Milk?” slogan was fresh and simple. It was (and still is) tremendously successful, and is envied and mimicked by other trades to this day.


April 13, 2005 7:48 AM  
Blogger Huge said...

Exactly Al. "Got Milk?" was/is legendary and the current campaign (wine: since 6,000 B.C.) reinforces wines stodgy, dated image.

Making brandy is what they'll be doing in France for a while, hopefully with stronger marketing we can smooth out our own oversupplies in the future.

Thanks for posting.


April 13, 2005 9:00 AM  

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