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?
Answer: The campaign that was developed for the California Milk Advisory Board (CMAB), which used multiple channels and various promotional methods, was a great success. Such promotional techniques have helped built and grow a strong brand image. Their promotional techniques initially started with advertising. The success of television advertisement led to advertising on other media such as the Internet, radio and outdoor advertising. Their initial advertisement was on rational superiority claims. Later, they decided to create an emotional bond between consumers and the brand Real California Cheese (RCC). A reason behind such success is because the campaign has been “aligned with” or oriented with consumers by using emotions and humor to reach them. They highlighted on the source that they’re products are made from. They built a campaign focusing on cows ! The tagline is quite simple and humorous such as “Great cheese comes from happy cows. Happy Cows come from California. Real California Cheese”. Their simple and humorous ads, that would even feature talking cows, were easily relatable and likable. They were accessible (due to national advertising) and comprehensible to consumers of all age groups. National advertising has also helped them to reach out to larger markets especially Hispanics who consume a lot of cheese. Thus, a strong brand personality of Real California Cheese was born in the minds of the customers. As a result, people started to have strong, favorable and unique associations about the brand.
The successful campaign enabled to create a solid brand identity which consists of factors such as their name, logo, seal and associations (the happy cows will come to mind when someone recalls the term...