Milk is NEVER sexy.
Posted on November 26, 2014
Milk is not, and never will be, sexy, no matter how you try to brand it.
A while back a forward thinking milk brand decided to shake up the dairy industry. They had a unique filtration process and used cutting edge technology to produce the purest, most nutritious and advanced milk on the market. At face value, a brand based on such sensible and factually correct attributes was worth looking at, so it commissioned some research to see just how viable it really was.
The results were mixed. Potential customers appreciated the intent behind the technology but felt that it was incongruous with one of nature’s most complete nutritional offerings. If milk is so naturally good and wholesome then why intervene and over-engineer it? The strategy team was split too but after much deliberation decided to take the risk and launch the brand.
Unfortunately sales were poor from the start and never picked up. Within a year the brand reverted back to its older, natural positioning.
It was one of those close calls where the will it/won’t it argument could only be settled by having a go. The product was well intended, healthy and the technology was sound. In some markets it might have worked but in the UK it was clear that customers didn’t like a natural product being tampered with. It was a calculated risk that didn’t deliver but garnered valuable insights about milk’s position in the British mindset. It was a risk worth taking if lessons were learned for the future.
By contrast, Fairlife, a premium milk brand owned by Coca Cola and launched earlier this year in the US, has taken a completely different approach. They’ve decided milk is sexy.
Sometimes instinct will tell you to ignore research, but when both instinct and research tell you the same thing it’s because it’s very likely to be true. You ignore both at your peril. I am not aware of any plausible research in any market that will tell you that milk is sexy. I also don’t know of any human being who looks at milk and thinks about sex. If they do, it’s a personal interest they should keep to themselves. Having seen some of Fairlife’s ads I’m tempted to conclude that their brand strategy team is over-indexed with milk fetishists.
Have a look at these ads.
‘Drink what she’s wearing’? No thanks. This is milk, not champagne. ‘Milk looks good on you’? No it doesn’t. Milk is a cloudy watery liquid produced by nipples for the primary goal of infant nutrition and development. It is not and never will be sexy.
Research can be a pain up the backside but it has a purpose. Sometimes it gets ignored in favour of a genius idea that surprises everyone and sells like hot cakes. Milk being sexy is not one of them. I am trying to picture the strategists and creatives who came up with this. I assume they must be beer drinking alpha males who have no children and think everything is about sex.
Milk is natural and wholesome. It makes you think of childhood, family and security. On other occasions it goes off and stinks. It curdles and turns into cheese. And, if you’re like me, the memory of it dribbling down your baby’s chin after gorging on your wife’s enlarged breasts and painfully cracked nipples before regurgitating half of it back up again with a burp, is indelible. It also makes me think of my mother. It is the polar opposite of sexy. No amount of splashing it over a naked woman, who I hope washed properly afterwards, is going to change this.
(The image for this post is by Julia Shinkareva and used with thanks via a Creative Commons licence)