I don’t drink much milk. It’s not because I’m a vegetarian, and it’s not because I feel sorry for the cows. But sometimes I do. I feel sorry for a lot of animals. In my mind every living creature should be free. But that’s a different story. To me, milk marketing should be reflecting what we’re drinking, and milk marketing should be focused on telling stories about the people and the animals who are producing the milk.
I get so excited when brands and companies become personal and we start to see the real people behind the curtains. And that’s the reason why I’m writing about milk marketing today.
Milk marketing in Norway
I just got home from the grocery store, and I’ve bought three cartons of milk for my family. I didn’t think much about it, until I opened the fridge, and stared at the cartons in my hand. I started smiling, and it was all because of milk marketing.
A farmer was looking at me. I could see his face. I could see his name, his farm and a cow from his farm. I think that I could read the name of the farm as well. Finally, milk marketing has turned into a wonderful personal experience. I was looking at the cow and thinking that this is the cow behind this specific carton of milk. It looked like the cow had a wonderful time, at a wonderful farm, next to a smiling man and his tractor. Milk marketing makes me want to start drinking milk again.
But, is it authentic?
A personal milk marketing experience needs to be authentic
Milk marketing should be personal. What Tine, the Norwegian business behind the milk cartons, is doing, is to give me a awesome experience. I had to take a sip of milk, just to see if I could notice a different taste.
It didn’t taste any different. But, I was thinking about the cow, the man and the farm. I wanted to read more about them, I wanted to know who this particular man was. Milk marketing has turned the drinking experience into a story, and I wanted to be part of the story. I wanted more.
But now, since I’m so excited about marketing, I started to think about, what if the story isn’t real? What if it’s just a cow from whereever and the man was a model, and the farm didn’t even have any cows? What if…?
I’m not sure if many people would have noticed. But I would have. And I would have started yelling. They would hear my voice, no matter where they would have been hiding. They could have fled the country, it wouldn’t have mattered. The point is that a personal story should be 100% authentic. Marketing is always about people, and milk marketing too.
Milk is not just milk anymore. We want the story. I even want a name for every single cow. Name the milk carton with “Thank you Betsy for giving us this lovely milk”
What’s milk marketing to you?
Is milk marketing just another boring milk carton? Or do you have an interesting story to share? This is the first time I’ve remembered a milk carton, and I won’t forget it anytime soon.