an Ad a Day

A look at the marketing that surrounds us.

Got Milk?: It Makes Common Mutant Sense!

Posted by Rosepixie on September 30, 2009

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

Milk 1The 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.

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