Up until then, the dairy industry had a very long objective statement. The California Milk Processor Board decided that if we couldn't spend the kind of money it takes to make us competitive with products like Coke or Gatorade, at least in California, that we'd dissolve the advertising program. Deprivation Deprivation is a word that isn't used very often in our language, and especially not in advertising because it suggests that people can t get what you have to offer. It was advertised as a stand-alone beverage. That works just fine for Snapple or Evian, but that's not how the public drinks milk.
People drink milk with muffins or cereal or cookies or brownies.
I presented my idea of selling milk with food to our advertising agency, and they countered by saying that I was only half right. If you give people milk with certain types of food, together they're really delicious. The key was to give people the food and then take away the milk. You have to look at your business and discover what is different or unique, and play to that quality. Every business person should try turning their business a little on an angle in order to change their perception.