Public Relations Campaign

Presented By: Sanjay Pandey

 PR Campaign
“Don't Got Milk Ads“
• A marketing campaign was done by the California Milk Processor Board to
promote milk by outfitting five San Francisco bus shelters with chocolate-chip-
cookie-scented “Got Milk?”

• This news was covered by Rachel Gordon, Chronicle Staff Writer on December 6,
2006 .

• Goodby Silverstein & Partners, the agency with the help of outdoor advertising
planner CBS Outdoor, the agency put Got Milk? posters and embedded them with
chocolate-chip-cookie-scented strips.

• Scented oils were sandwiched between cardboard cards emblazoned with "Got
Milk?" and affixed to shelter walls, in hopes that the smell of just-out-of-the-oven
chocolate chip cookies would spark cravings for milk.

• The promotion was launched at five San Francisco bus shelters at a cost of about
$30 per shelter.
The Reaction:
The press got a whiff of the plan before it was launched and incited public
concern over potential allergic reactions to the ads. The Municipal
Transportation Agency, however, waited until after the first day of the
campaign to respond, when they ordered the removal of the scented strips.

The Payoff:
“The goal was not to reach everyone in San Francisco,” says Peter Stabler,
director of communications strategy for Goodby Silverstein. “The goal was to
generate PR, to have the press pick it up, to hit the local news. A small
investment can be magnified through journalism to reach a much larger
segment.” To this extent, the campaign was a success.
THANK YOU