Agricultural Produce - Meat & Dairy, Advertising - Products & Services, Food, Beverage & Tobacco Industries - Meat & Dairy, Advertising - History & Criticism
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Overview
Got milk?: The book takes you behind the scenes on an eye-opening, laugh-out-loud journey through one of the greatest ad campaigns ever conceived. Although the success of the ads is undeniable--almost single-handedly they stemmed the decline of milk sales--the creative process that gave birth to them was not always pretty. Along the way, there were missteps, frustrating dead ends, and late nights fruitlessly searching for inspiration. But there was also the indescribable joy of an idea evolving, gradually crystallizing into something brilliant--as well as a little risky: building a multimillion-dollar campaign around the absence of the product. In other words, selling milk by taking it away.Book Details
Published
October 1, 1999
Publisher
Prima Publishing,U.S.
Pages
197
Format
Hardcover
ISBN
9780761518013