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. Through the use of focus groups, we observed that most people consume milk with food. Five years ago, the only advertising for milk showed a cold glass of milk sitting on a kitchen counter by itself - there was never any food shown with it. 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.
It's not consumed as a beverage very often. 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. It's a pain to pour the bowl of cereal and then reach into the fridge to find that there's only an ounce and a half of milk left in the container.