It’s hard to make milk a hot, new, branded commodity, but that is exactly what Real California Milk attempts to do with its Happy Cows campaign. The now ubiquitous “Got milk?” campaign may have been successful in increasing overall milk sales, but smaller milk brands are not known for launching national advertising campaigns. As a result, a lot of people consume dairy products like milk and cheese with more concern for convenience and price than brand name.
Real California Milk's national television and online campaign aims to foster brand loyalty among dairy lovers by positioning Real California Milk as a better dairy brand because their milk comes from happy cows. Their television ads feature a number of cows from all over the world that want to be California cows. Viewers get to vote on which cow will receive the honor of mooooving to California on the Happy Cows Audition Site. They hope that the voting will generate online buzz via social media and create awareness of California Milk as a hip, new, quality dairy brand.
Nothing says “hip” and “new” like social media (in combination with a hip and new overall communication strategy, of course). It worked nationally with Barack Obama. It worked locally with the Charleston Animal Society’s Spike vs. Biscuit mascot race. Now it might work with Real California Milk. It seems that getting customers involved with a brand leads to a more loyal customer base than just throwing advertisements at them. Customers seem to be involved with the California Happy Cows campaign because many are posting plugs for their favorite cows on the company's Facebook page, commenting on pictures and videos of the cows, and, of course, voting for their favorite cow on the Real California Milk Web site.
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