Where I come from, when someone tries to sell you a load of manure, it’s not uncommon to use these words to show that you disapprove. When I read Stan Mieses’ words about the amazing “Milk mustache” campaign, these words immediately came to mind.

In a recent Feature/Campaign article, Adweek devotes two-pages to glorifying Lowe’s creative work of photographing celebrities donning a milk mustache.

In terms of branding, I’ve got to object. How does this campaign help position this beverage? Drink milk so you’ll have some dairy residue above your upper lip? How is this a product benefit?

Goodby’s “Got Milk” campaign used a much more insightful approach to selling milk. Milk is the perfect companion to the foods you love. Without milk, your favorite foods aren’t the same.

In fact, this concept was so powerful, the milk mustache folks adopted the tagline and retrofitted it into their campaign.

If Lowe Worldwide president Sal Taibi and Milk Board CEO Kurt Gratzer want to fool themselves into believing milk mustaches help increase milk sales (which they don’t), they’re welcomed to doing so in their own boardrooms. But when they conspire to get Adweek to praise their campaign as brilliant creative work, I’m sorry I’ve got to call bullshit.

Technorati Tags: Stan Mieses, Milk mustache, Adweek, Got Milk, Sal Taibi, Kurt Gratzer

Filed under: Advertising, Branding, Campaign Critiques