It's probably tough to move the brand favorability needle on a product like milk. I mean, even my 8-month-old son already has a position ("milk good!"), and pretty much everyone else's mind is made up, too. I've got to hand it to Goodby, Silverstein & Partners for giving it a good shot, though. The agency's latest work for the California Milk Producer Board (CMPB) has some amusing and engaging online components.
The premise behind 2 new sites -- cowabduction.com and planetinneed.com -- is that aliens from the planet Brittlactica have discovered a white "wonder tonic" (guess what) that solves all of their problems. These issues include lack of sleep, brittle bones, PMS and thinning hair. The idea is to get us humans to re-think our feelings about milk by helping us see it through the eyes of some goofy aliens.
The way GS&P have executed this is a lot of fun. We meet the alien rulers of Brittlactica's problem-plagued nations, see a cow-language translator and delve into the cow abduction phenomenon. Along the way, there's plenty of audio and video and nice Flash animations. Looks like the TV spots (shown on the site) will point to the sites, as well.
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Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.
March 19, 2014