Got Milk?: It Makes Common Mutant Sense!

This is an advertisement for milk that was found in a comic book.

The text reads:

X-Men Origins: Wolverine only in theaters

Got Milk?

X marks the spot.

My powers to regenerate might be top secret but my ability to re-energize is simple.  Milk has protein to help build muscle and a unique mix of nutrients to help you refuel.  So, eat right, train hard and drink lowfat milk.  That’s just common mutant sense.

Body by Milk

I think the “Got Milk?” ad campaign is brilliant in general, but this particular ad stood out.  Not only is this not using the celebrity pictured here, but the fictional character he’s playing to sell milk, but it also tries to sell it to you on the basis that you might be a mutant too (otherwise why would it matter to you if it makes “common mutant sense”?).  This is niche marketing if I’ve ever seen it.  Somebody on marketing staff for this campaign said “hey, fanboys kind of live in their own little comic book worlds, right?  So, instead of just putting milk ads in comic books (which they do all the time), why don’t we make a special one aimed just at them?  What geek movie is coming out soon?”  And you know what?  I bet more readers stopped to actually read this ad in their comic books than to read the ones with race car drivers and rap stars.

Vintage Friday: Helping Get Back at Big Brothers!

Welcome to the very first Vintage Friday!  Every Friday I’m going to look at a vintage piece of marketing, since it’s a fun way to end the week.  This first ad is from the Dairy Council’s Milk Ad Campaign in the 1980s.

While I most remember the ads from this campaign that involved single kids standing in front of mirrors lamenting the fact that they couldn’t get dates, only to watch themselves grow into super hot teenagers and then guzzle their milk, I think this is a much stronger ad.  It’s funny (especially if you have a sibling) and it holds together better.  My favorite part of this one is how unconcerned the brother seems throughout the whole thing.  The girl is perfect, maintaining that “so there” little sister attitude even as she gets older and older, and then stalking off at the end.  As amusing as I think this milk campaign was, I generally think that their current “Got Milk?” one with famous people flashing milk mustaches is better.