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iMARKETING 202california_milk_advisory_board_case (1)

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1. Analyze the “Happy Cows” campaign that was developed for the California Milk Advisory Board to promote Real California Cheese from an integrated marketing communications perspective. Why do you think the campaign ha ...

1. Analyze the “Happy Cows” campaign that was developed for the California Milk Advisory Board to promote Real California Cheese from an integrated marketing communications perspective. Why do you think the campaign has been so successful? In my point of view, the “Happy Cows” campaign that was started by the CMAB was rebellious and very successful. Why? Because of their implementation of an integrated message by the usage of multiple channels and promotional techniques which were used in multiple ways in order to build and support a strong brand image. And through modification and evaluation of its strategy, Californian cheese producers had a strong brand. IMC perspective was used in order to achieve the CMAB goals. The cows character allowed them to connect with their customers. In addition, the campaign had a larger audience through national advertising. 2. What was the role and importance of the Real California Cheese certification mark in implementing the positioning and IMC program elements? How and where was it implemented? Do you think it made a difference to the program? The role and importance of the Real Californian Cheese certification mark in implementing the positioning and IMC program elements lays in the assurance to the consumers that the cheese that they are purchasing is made in California and 100% natural from purely Californian milk. Coupons, point-of-sales materials, restaurant menus, table tens and assorted cheese packages had a seamark placed. Furthermore, success and difference were made to the campaign because of the use of the certification mark because sales were increased on numerous levels and depth of the use was shown. 3. What was the role of advertising in establishing the Real California Cheese brand personality? What were the constraints the advertising agency had to work around in developing the campaign? How would you describe the personality that was created? What are the pros and cons of the advertising approach? Can the campaign be continued indefinitely? If not, how might it be changed or adapted going forward?

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